Molson Coors

Molson Coors Beverage Company, a global brewing leader known for iconic brands like Coors, Molson Canadian, and Blue Moon, partnered with QA to empower its Key Account Managers (KAMs). With a heritage rooted in quality and innovation, Molson Coors sought to elevate its commercial teams’ digital and analytical capabilities to stay ahead in an increasingly competitive and data-driven beverage market.

The challenge:

Creating a consistent standard of excellence in Key Account Management.

Molson Coors needed to develop a scalable, impactful programme to upskill its KAMs in essential areas such as Market & Category Insights, Value Creation, Strategic Planning, and Digital Selling. The company also sought to improve how KAMs engage with digital content, analyse eCommerce performance, and leverage data for better decision-making.

The key challenge was delivering a multi-phased, structured learning journey that translated directly into measurable outcomes – both in confidence and capability.

The solution:

QA designed and delivered a comprehensive KAM Academy learning programme to meet Molson Coors’ strategic needs.

The training programme was structured into four core phases:

1. Understanding the impact of digital on the retail industry.
2. Exploring various eCommerce models to understand strategic approaches.
3. Analysing key metrics and financials to inform performance-led decisions.
4. Mastering Category Management for deeper commercial insight.

To reinforce learning, QA also introduced the Swipe Game, an interactive session designed to help learners apply their knowledge in real-world scenarios – specifically focused on optimising digital shelf content and boosting online visibility.

This blended learning experience combined knowledge, hands-on analysis, and gamified learning to make complex topics both accessible and impactful.

The results:

"QA helped us build a structured, digital-first KAM learning experience with measurable impact."

After completing the Swipe Game and associated training:

• 37% of participants rated themselves as advanced in implementing strategies to improve product discoverability online (versus 0% before training).
• 37% rated themselves as advanced in leveraging shopping behaviour data to increase conversions (up from 12.5%).

Molson Coors’ investment in its KAMs is already paying off in the form of stronger digital engagement, sharper data-driven decision-making, and more confident, digitally fluent teams.

Innovation and Digital Transformation

1. Digital Engagement – KAMs are now better equipped to use digital tools to engage with retailers and distributors.
2. Data-Driven Decisions – Training emphasised how to analyse sales data and market trends to inform pricing, promotions, and stock strategies.
3. Online Brand Visibility – KAMs learnt how to optimise their presence across digital shelves, social media, and eCommerce platforms.

Discover how QA's hands-on, scalable training in Digital Marketing and eCommerce can help power your organisation's online retail channels.