Molson Coors wins the ‘retail bowl’ with more, bigger displays

Consumers shopping for beer ahead of this Sunday’s big game have likely seen some eye-catching displays featuring Molson Coors biggest brands.


In the last four weeks, Coors Light, Miller Lite and Coors Banquet have grown dollar share of total displays by 20%, according to Circana.

  • Circana data show that Molson Coors brands experience a nearly 30% boost in sales when they’re on display during this time period.


Coors Light presents an interesting case study, growing its total number of displays by nearly 3%, representing tens of thousands of incremental displays for the brand and growing its display inventory by 9%.

  • In other words, not only has the brand gained tens of thousands more displays in 2024, but they’re much larger, on average.

In 2023, Coors Light and Miller Lite gained more share of display dollars than any other beer brand.

“These trends are in line with what we’ve seen over the last 10 months. Our brands are winning more share of displays, more share of shelf and more drinkers,” says Brian Feiro, Molson Coors’ president of U.S. sales. “We’ve been ready for this moment, and we’re succeeding thanks to our hard-working sales team and the dedication of our distributor network.”


With shoppers stocking up for one of the biggest beer-drinking occasions of the year, the trends that began last spring appear to be sticking.

So far in 2024, Coors Light’s volume is up more than 13% versus last year, while Miller Lite is up nearly 8%, according to Circana data for the four weeks that ended Jan. 28.

“We’re going to keep doing what we’ve been doing, and that means giving retailers the tools to connect with consumers, both those who have been loyal drinkers and those who have discovered our products in the last year, and stuck with us,” Feiro says. “Our plan is to continue our momentum, and our trends show that we are doing exactly that.”