Client Success Stories

Supporting a Global Strategy

Client Challenge:
Molson Coors Brewing Company is one of the world's largest brewers, with net sales of more than US$5.6 billion. Molson Coors is the leading brewer in Canada, founded by pioneering families and tracing its roots back to 1786, and has a broad portfolio of over 40 brands including: Molson Canadian, Coors Light, Corona, and Creemore Springs.

Challenges facing the Sales organization included:

  • Volume and market share being eroded on all fronts
  • Lack of consistent sales behaviours across country
  • Significant opportunity to improve upon existing sales processes and systems
  • Relationship vs. solution orientation

The Fusion Solution:
Molson Canada's sales organization has transformed itself through a strategy called Customer Preferred Supplier, by successfully ingraining the discipline of “The Molson Way of Selling and Managing” with Fusion Learning's involvement and support.

  • The Molson Way to Sell – a consistent, disciplined approach to match sales objectives with Customer needs, while improving conditions within business relationships.
  • The Molson Way to Manage – developing people and delivering plan through active input and “In Market” coaching.

The Impact:

  • Improved sales consistency and effectiveness
  • Adopted “The Molson Way to Sell and Coach” nationally
  • Improved focus on Strategic Brand execution in market
  • Regained preferred supplier status with the largest, fastest growing National Chain in Canada

“Our dozen strategic brands grew at three times industry growth. That's a key indicator for the success of our work with Fusion Learning.”
Rick Tousaw, Area Vice President – Ontario
Molson Canada

“What the Customer sees is that we’re getting better at what we do for them – probing and asking better questions, negotiating better. It’s done wonders for our selling skills.”
Clay Bertrand, Sales Manager
Molson Canada


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