Beyond Beer: Brewing Innovation at Molson Coors

Derek C. M. van Bever; Stephen P. Kaufman; James  Barnett; Shaye  Roseman

Case | HBS Case Collection | August 2020

Beyond Beer: Brewing Innovation at Molson Coors

by Derek C. M. van Bever, Stephen P. Kaufman, James Barnett and Shaye Roseman

Abstract

In March 2019, Molson Coors CEO Mark Hunter considered a request to pull forward $65 million CAD in anticipated future funding for Truss Beverages, a Toronto-based cannabis beverage company that Molson Coors created in a joint venture with a Canadian cannabis production company. The request was for the construction of a new production facility for cannabis beverages, a new product in an as-yet-nascent market.

Keywords: Budgets and Budgeting; Joint Ventures; Ethics; Cross-Cultural and Cross-Border Issues; Disruptive Innovation; Innovation Strategy; Market Entry and Exit; Food and Beverage Industry; United States; Canada; Colorado;

Language: English

Format: Print

23 pages

Educators

Citation:

van Bever, Derek C. M., Stephen P. Kaufman, James Barnett, and Shaye Roseman. "Beyond Beer: Brewing Innovation at Molson Coors." Harvard Business School Case 321-008, August 2020.

Indigo Agriculture used a digital-enabled research and development (R&D) process to launch its initial product, microbial coatings for agricultural seeds, which increase crop yields while reducing the need for fertilizers. In doing so, the company developed direct relationships with farmers, in contrast to typical agricultural supply chains that use intermediaries. The company then launched a marketplace platform to link growers directly to crop buyers, again disintermediating the market. Indigo Agriculture is now considering launching an initiative to incentivize farmers to engage in regenerative agricultural practices by setting up a carbon market that could pay them for sequestering carbon into their soils. If scaled globally, the idea could sequester as much as one trillion tons (a teraton) of carbon dioxide from the earth’s atmosphere into agricultural soils, but pursing the idea has many risks.

This teaching plan serves as a supplement to the case “Malcolm Turner at Vanderbilt,” HBS 420-024. The case examines the early decisions of Vanderbilt University’s new athletic director, Malcolm Turner. A newcomer to college athletics, Turner made a series of large-scale decisions shortly after he stepped into the role, such as firing men’s basketball coach Bryce Drew and investing in facilities upgrades. Meanwhile, Vanderbilt’s chancellor resigned several months into Turner’s tenure. At the conclusion of the case, Turner must decide whether to push forward with his plans for Vanderbilt athletics, or wait until the new chancellor is hired. Specifically, he must decide whether to make changes to the university’s struggling football season, including whether to retain football coach Derek Mason. The teaching plan includes a sample discussion plan, suggested assignment questions, and a sample board plan. It also provides information about Turner’s resignation from Vanderbilt, which took place approximately six months after the conclusion of the case.

Teaching Note for HBS No. 620-024. Indigo Agriculture used a digital-enabled research and development (R&D) process to launch its initial product, microbial coatings for agricultural seeds, which increase crop yields while reducing the need for fertilizers. In doing so, the company developed direct relationships with farmers, in contrast to typical agricultural supply chains that use intermediaries. The company then launched a marketplace platform to link growers directly to crop buyers, again disintermediating the market. Indigo Agriculture is now considering launching an initiative to incentivize farmers to engage in regenerative agricultural practices by setting up a carbon market that could pay them for sequestering carbon into their soils. If scaled globally, the idea could sequester as much as one trillion tons (a teraton) of carbon dioxide from the earth’s atmosphere into agricultural soils, but pursing the idea has many risks.

Faculty & Research

Beyond Beer: Brewing Innovation at Molson Coors

Abstract

Citation:

About the Authors

More from these Authors