MOLSON COORS CANADA: Patrick D’Anjou

Patrick D’Anjou

VP of retail sales

Molson Coors Canada

Based on your data, insights and experience, what’s trending for summer 2025?

Summer 2025 is all about bold refreshing taste with a personal twist that are brewed in Canada. Alongside their favourite beers, adult consumers are also reaching for full-flavoured beverages that deliver on full flavour taste. Simply Spiked does just that, offering juicy flavours like peach and strawberry lemonade that are perfect for summer. New this year, we’re excited to also offer Simply Spiked Limeade. 

Personalization is also redefining the drinking experience—people want drinks that reflect their unique vibe. Coors Seltzer Mixables invite adult consumers to mix and match flavours—so whether you want lemonade, strawberry or peach as-is, or a mix of different flavours, you are invited to create a customized drink that’s as unique as you are. Products like Vizzy Cream Pop are also leaning into nostalgia, bringing back the iconic orange-and-vanilla flavour that evokes memories of carefree summers and familiar favourites in a fun, fizzy format. And with hard seltzers still the largest RTD subsegment in Canada (35% of all sales) and full-flavour coolers and teas growing at approximately +9.0% over the last 12 months according to Beer Canada*, the message is clear: adult consumers are looking for drinks that are flavour-forward, emotionally resonant, and made for how they summer.

When it comes to the beer category, adult consumers are similarly looking for flavour without compromise, which is why they reach for lower-calorie, lower-carb options like Miller Lite, and Coors Light (proudly boasting the #1 beer in retail in Ontario according to Beer Canada*). These brews deliver crisp and refreshing full taste without sacrificing balance or drinkability. As temperatures rise, light beers are a go-to choice for every summer drinking occasion, from backyard barbecues to holiday celebrations and everything in between. With their 4% ABV profile and widespread appeal, proudly Canadian brewed Coors Light and Miller Lite continue to gain popularity in convenience stores nationwide. To make the most of this surge in demand, retailers can spotlight these summer staples with prominent cooler placements and endcap displays—turning high-traffic moments into high-impact sales.

Which of your products do you anticipate being hot sellers this summer?

Our portfolio of brewed-in-Canada products are built to deliver for every occasion—whether it's a crisp lager, a flavourful light beer, or a bold RTD. According to Beer Canada, Coors Light continues to lead as the #1 beer in Ontario* and Miller Lite is gaining momentum as more consumers seek lower-calorie options without compromising on taste. Molson Canadian is also seeing renewed growth, fuelled by a wave of cultural pride and strong seasonal campaigns.

According to Beer Canada, Molson Coors is one of only two brewers in Canada growing share of flavour in the total industry in Canada with RTD’s like Simply Spiked, Arizona Hard, and Coors Seltzer, thanks to their bold flavours and go-anywhere versatility. They’re perfectly positioned for casual get-togethers, weekend getaways, and everything in between.

Shoppers are also thinking bigger—larger pack sizes of fast movers like Coors Light, Molson Canadian, Heineken, and Coors Seltzer are in high demand, especially around long weekends. With strategic marketing and innovation behind every brand, we’re helping retailers meet demand and drive growth—no matter the occasion.

Any new innovations in the mix?

Madrí Excepcional is returning for its second year on shelves, offering a crisp, smooth Spanish-style lager. Positioned in the Above Premium segment, Madrí’s unique flavour profile and signature chalice experience continues to captivate consumers looking for authentic, elevated beer options.

This summer, we’re also excited to introduce several new innovations that elevate refreshing flavour. Vizzy Cream Pop brings a playful twist to hard seltzers with its fruity flavours inspired by classic frozen treats—offering Orange, Raspberry, and Strawberry Cream Pop. We also have new Coors Seltzer Mixables Packs, allowing consumers to mix and match three distinct flavours—Lemonade, Strawberry Bliss, and Peach Dreams. The new offering gives consumers the freedom to craft unique, personalized drinks perfect for any summer occasion. Finally, we’re also adding Simply Spiked Limeade, a juicy, spiked lime beverage at 5% ABV, delivering a refreshing balance of sweet and tart that’s both satisfying and sessionable.

What are the outside influences shaping the space? 

One thing we know for sure is adult consumers want drinks that deliver great flavour and support a balanced lifestyle, fuelling the opportunity for brands like Miller Lite. At the same time, trusted brands remain a cornerstone of consumer choice. People are looking for reliability and familiarity, especially in a crowded market, and we can deliver on that with brands like Coors Light and Molson Canadian, both brewed in Canada.

We’re also seeing a clear trend toward premiumization—shoppers want to invest in quality, seeking out elevated experiences, whether that’s a smooth craft lager or a sophisticated hard seltzer. Finally, mindful drinking is changing how adult consumers approach alcohol, as they seamlessly shift between full-strength options like Molson Cold Shots, lower-alcohol choices like Heineken Silver, and no-alcohol alternatives such as Coors Edge (less than 0.5% ABV) —based on their preference and occasion. This shift opens exciting opportunities for brands that deliver versatility and authenticity, meeting legal drinking age drinkers wherever they are in their journey. Together, these trends are driving innovation and shaping a beverage landscape that’s as dynamic as Canadians themselves.