External Media Coverage
This episode is produced and published by Harvard Business School / HBR Presents. Wootomatic hosts this embedded stream for educational and commentary purposes.
Should Global Beer Company Molson Coors Enter the Cannabis Beverages Business?
Hosted by Brian Kenny / Harvard Business Review
Should Global Beer Company Molson Coors Enter the Cannabis Beverages Business?
Episode Summary
In early 2019, global beer company Molson Coors was exploring how to enter the cannabis beverages business. At the time, cannabis had not yet been legalized in Canada. Initially the company had planned to test a few products in a small geography in Canada to see if there might be a viable market opportunity. But the team charged with developing an entry strategy recommended a more aggressive move: pulling forward $65 million to build a facility in Canada to produce cannabis beverages and seize first-mover advantage. That sudden change in direction gave then-CEO Mark Hunter pause. Should he approve the request, or push the team back to the original, more conservative plan?
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