Symphony EYC helps Molson Coors Europe boost sales in key markets

02.10.2015 | By Mark Speyers

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As of 11 January, 2018 Symphony EYC became the Customer Intelligence Division of SymphonyAI.


Molson Coors logoLeading global brewer Molson Coors Europe has chosen Symphony EYC’s Assortment Management solution to compete more effectively in the highly competitive beer category by utilizing insights from performance data to generate sales opportunities for its retailer partners. Initially Molson Coors Europe will focus on maximizing its share of premium beers throughout Eastern Europe, beginning with the Czech Republic, Croatia, Serbia and Hungary. Assortment Management is available as part of Symphony EYC’s industry-leading GOLD solution suite.

Molson Coors Europe recognized the need to identify growth opportunities in these emerging markets, which are traditionally made up of smaller independent retailers. The company is now able to leverage the category analysis delivered through the Assortment Management solution to provide meaningful market insight that builds profitable category propositions and drives growth for their retailer accounts.

Assortment Management enables Molson Coors Europe to proactively evaluate and rapidly reveal category opportunities. Assortment Management also delivers significant efficiencies to the local country-category teams. By freeing up time previously spent on the mining of market data, Molson Coors Europe pinpoints relevant assortment and distribution opportunities and can automatically prepare retailer ready presentations to justify their recommendations.

“The main objective for Molson Coors Europe was to employ a software solution which enabled our Eastern European teams to work effectively through each phase of category analysis”, said David Macklin, European Category and Trade Marketing Director, Molson Coors Europe. “From category assessment and assortment optimization through to creating retailer-ready category presentations, Symphony GOLD Assortment Management provides us with the confidence and intelligence to model future scenarios and performances of product assortments in emerging markets.”

“Symphony EYC is delighted to be working with Molson Coors Europe to empower its country teams to quickly evaluate category opportunities and take a proactive approach in strengthening their presence on shelf and their retailer relationships,” commented Matt Robinson, Market Development Director, Symphony GOLD Solutions. “Even though the country deployments are only a matter of months old, the category sales opportunities that have been identified and executed upon with retailers already exceeds the investment, many times over, that Molson Coors Europe have made in the Assortment Management solution.”

Learn more about Symphony GOLD Assortment Management >>

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