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CANADA: Molson reorganises home market unit

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Molson has reorganised its key Canadian business unit. The Canadian brewer is paying particular attention to the areas of marketing and market development.

In marketing, the brewer said yesterday, the focus will be on exploiting the potential of each core brand through a group of highly focused, marketing experts who will have responsibility for maximising each brand's sales across Canada.

In market development, increasing profitable share will be driven by a focused ales strategy as well as an expanded "go-to-market" approach designed to meet customer needs and the specificity of regional and local markets.

In a statement, Molson's president and CEO Daniel J. O'Neill said; "Molson's new organization structure has been designed to deliver profitable market share growth in Canada. It will give national focus to each core brand and new impetus to market development in order to win share, market by market.

"The organization will gain in efficiency, as the complexity of managing separate regions is eliminated and current expertise in marketing, sales, and trade marketing will have greater influence on the broader national business base."

The new organisation will be driven by three key leaders - Kevin Boyce, the new president and COO of Molson North America, Les Hine, chief marketing officer, and Dave Perkins, president of market development for North America.

Raynald Doin, who headed the Québec/Atlantic division, will become senior vice-president of strategy and integration, reporting directly to O'Neill.

These changes became effective yesterday (14 April).


Sectors: Beer & cider

Companies: Molson Coors

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