Molson Coors’ Take on Category Management

Dear Client:  How’s a major brewer like Molson Coors thinking about category management heading into 2022? What’s their read on retailers’ point of view for the year? And how do retailers keep shelves productive as more and more innovation floods into the market? Well, we sat down with Molson Coors’ chief commercial solutions officer, Jeff Long, to find all that out and more. In case you forgot, Molson Coors rolled a new category management strategy, PDP aka Purpose Drives Purchase,