When chain beverage executives from across the on-premise industry met last week at the annual Vibe Conference in San Diego, they handed out awards to celebrate the best adult beverage suppliers.
And for the third and fourth time respectively, Molson Coors and Fever-Tree came out on top.
To pick the winners, on-premise beverage operators evaluated their supplier partners in a number of categories, including understanding their strategies, providing business-building support, and delivering the highest quality service. The results were then analyzed by the consulting firm CM Profit Group to ensure unbiased balloting.
Molson Coors won the award in the “Best Large Beer Supplier” category.
Vice President of National Accounts Nels Larsen says the honor means a lot coming from leaders in the industry.
“There’s no better compliment than to get such positive feedback from your retail partners,” he says. “It's extremely exciting to share that win with our extended team at Molson Coors and our distributor partners.”
He adds that the award also validates Molson Coors’ on-premise strategy.
“No two on-premise customers are the same,” he says. “Success requires us to get into the DNA of what makes each customer special so we can tailor our solutions.”
Fever-Tree, which Molson Coors recently established exclusive commercialization rights to in the U.S., also won “Best Small Non-Alcohol Supplier.” This is the fourth straight year that Fever-Tree has won the honor.
Larsen pointed to several reasons for the brand’s success.
“First of all, Fever-Tree has the best products available in the industry among their peer set,” he says. “Plus, our Fever-Tree team really gets to know their accounts so they can apply the portfolio in a meaningful way. Fever-Tree has such a wide array of products, and the team does an amazing job of tailoring that portfolio to the needs of each retailer.”
Fever-Tree's VP National on Trade Jamie Chilberg says she couldn’t be happier about the recognition.
“I am incredibly proud of this amazing team for being awarded ‘Best Small Non-Alcohol Supplier’ for four consecutive years,” she says. “It's been a dynamic period in the industry, marked by ever-evolving consumer trends. I am continually impressed by our team's ability to collaborate and innovate, consistently finding new ways to succeed.”
Becoming a total beverage business
Larsen says that these wins also highlight the importance of Molson Coors becoming a total beverage company.
Along with the deal with Fever-Tree, over the past few years Molson Coors launched Coors Spirits Co., became the majority stakeholder in the better-for-you energy drink ZOA, and is launching Naked Life, a true-to-cocktail alternative, in the U.S.
“We now have the ability to compete across beer, flavor, spirits, mixers, energy and additional subcategories,” he says. “That makes us a truly total beverage solution for our on-premise customers.”