In this episode of The Speed of Culture podcast, Suzy founder and host Matt Britton chats with Brad Feinberg, vice president of media and consumer engagement for North America at Molson Coors. Brad explains how Molson Coors is leveraging AI, localized personalization and innovative partnerships to drive engagement with a new generation of consumers.
Marketing iconic beverage brands in today’s fragmented media landscape requires a balance between tradition and innovation. Molson Coors, home to well-known names like Coors Light and Miller High Life, is meeting the challenge by forging impactful partnerships with cultural fashion designers and embracing data-driven personalization.
With over 15 years of experience, Brad has led bold strategies such as building in-house creative agencies and driving first-party data innovations. Known for his curiosity and forward-thinking, Brad seamlessly blends the art of storytelling with data-driven insights to forge authentic, impactful connections with consumers.
Listen to Brad Feinberg on The Speed of Culture podcast to learn how Molson Coors is transforming the beverage industry through innovative media strategies, cultural collaborations and customer-focused engagement.
Key points to remember:
00:01:52 Evolution of media strategies in a fragmented landscape — Molson Coors adapts to an ever-changing media environment by balancing traditional and modern approaches. While live events like the NFL remain critical touchpoints for brand visibility, the company is increasingly investing in digital platforms and social media to engage younger audiences like Gen Z. Evolving its marketing capabilities and shifting its media spend to where consumers are most active, Molson Coors ensures its iconic brands remain relevant. Brad emphasizes that striking a balance between legacy and innovation is essential to reaching today’s fragmented audiences.
00:04:55 Tapping into the creator economy — In the age of the creator economy, Molson Coors partners with cultural icons like Patrick Mahomes and Lainey Wilson to integrate its brands into moments that matter. Brad explains that these collaborations are built on authenticity, with partners who truly align with the brand’s ethos. For example, Lainey Wilson’s Coors Light sponsorship extended seamlessly to her tour, creating natural exposure to her fan base. This thoughtful approach builds trust and creates resonance, allowing Molson Coors to continue to participate in meaningful cultural conversations while leveraging the immense influence of creators.
00:11:22 Personalization at scale with localized marketing — Brad highlights how Molson Coors connects with diverse audiences through hyper-localized campaigns. From co-branded messages with the Dallas Cowboys to event-specific packaging for festivals like Austin City Limits, the company creates campaigns that align with regional pride and cultural events. Advances in AI have allowed Molson Coors to scale these efforts while maintaining authenticity, ensuring every touchpoint reflects local relevance. By combining technology and cultural knowledge, the brand deepens its emotional connection with consumers in all markets.
00:17:37 Transforming cultural knowledge into innovation — Innovation at Molson Coors is driven by cultural awareness and consumer behavior. Brad talks about the creation of Happy Thursday, a non-carbonated drink inspired by a social media trend of removing carbonation from hard seltzers. This unique product fills an untapped demand for refreshing, great-tasting beverages without the bloat of carbonation. By paying close attention to consumer preferences on social media, Molson Coors transforms real-time insights into category-defining innovation that resonates with its audience.
00:21:44 Meeting demand for health-conscious, alcohol-free options — As a growing number of consumers seek healthier alternatives, Molson Coors has expanded its portfolio with alcohol-free options like Blue Moon 0.0 and Coors Edge. Brad explains that these products allow consumers to enjoy the taste of beer while abstaining from alcohol, allowing them to participate in social events without compromise. The move reflects a broader industry shift toward inclusivity and evolving consumer preferences, ensuring Molson Coors remains at the forefront of the beverage market.
