Molson Coors invests in certified beer knowledge with WSET

Molson Coors is a Canadian-American multinational brewing and drinks company with a history spanning over two centuries. 

They produce many world-renowned beer brands such as Coors, Carling, Madrí Excepcional, Sharp’s Doom Bar, Staropramen, Cobra and Blue Moon. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that extends beyond the beer aisle. 

Learn how WSET qualifications helped Molson Coors enhance team expertise, boost customer engagement and gain industry credibility:

The challenge

Molson Coors needed a formalised training programme to enhance their team’s beer expertise and provide recognition for participants’ efforts and knowledge. They were seeking a trusted and recognised solution that could be implemented both internally and externally. 

The solution

Molson Coors turned to WSET for their beer education needs. They trained two staff members as WSET Certified Educators to deliver the WSET Level 1 Award in Beer course.  

This allowed them to: 

• Educate key members of their sales team on broader beer knowledge 

• Adapt to market changes and support customers in delivering excellent end-drinker experiences 

• Offer globally recognised qualifications 

• Tailor courses to customer portfolios and deliver training on-site for added convenience and relevance 

The results

• Enhanced product knowledge: Deeper beer knowledge encouraged staff to provide more accurate and detailed product information to customers 
• Customer engagement: Training provided a universal language for improved customer interactions 
• Commitment to development: WSET education reinforced Molson Coors' commitment to 'learn every day'  
• Industry recognition: WSET qualifications added credibility to teams and value to customer relationships 
• Increased confidence: Team members feel empowered to communicate more effectively and confidently with customers