How Molson Coors Built a Direct-to-Consumer Beer Delivery Platform in 10 Days

Introduction

In early 2020, Molson Coors faced an unprecedented challenge: traditional channels like bars and restaurant taps shut down. With core distribution partners operating on limited hours, the brewer needed to find a way to reach thirsty customers directly. Switching from heavy supply chains to a lean digital approach became essential. Molson Coors moved fast, tapping Shopify Plus to build a platform that would bridge the gap between brewery and front door.

The Challenge

Molson Coors calls summer the “Christmas of beer” — it’s their busiest season. But with COVID restrictions threatening production momentum, they had to act before Canada Day on July 1. Complicated regulations around online alcohol sales in Canada created roadblocks. The company had no in-house ecommerce engine and zero direct-to-consumer model in place. They confronted tight timelines, compliance checks, and the need for a seamless experience that could handle payments, delivery and curbside pickup.

The Solution

Molson Coors selected Shopify Plus for its robust, user-friendly commerce framework. They partnered with Stream Commerce to scope requirements and handle the regulatory maze of selling alcohol online. Within a week and a half, the team deployed Ship and Sip — a branded storefront tied to their Toronto brewery. Consumers could choose home delivery across the GTA or opt for curbside pickup, while in-brewery visitors used Shopify POS at a retail counter.

Payments were processed securely through Shopify Payments, freeing up internal teams from compliance headaches. Marketing teams ran social campaigns announcing free delivery, raised a giant flag over the brewery, and teamed up with NHL alumni to surprise household orders. The technology stack stayed lean: Shopify Plus, Shopify POS, and real-time inventory synced back to headquarters.

The Results

Ship and Sip went live just days before Canada Day. In August versus September holiday weekends, Molson Coors saw a 188% lift in sales, a 152% rise in orders, and conversion rates climbed by 109% month-over-month. Consumers placed hundreds of orders within hours of launch. The brewer gained direct lines to feedback, testing new releases online before committing to large production runs.

Armed with data, the team expanded SKUs, optimized for mobile flows, and ran A/B tests on landing pages. They cemented a new revenue stream that complements wholesale and draft sales. Today, Molson Coors continues to add personalization, loyalty programs, and new city rollouts — all managed through the flexible Shopify Plus ecosystem.

Key Lessons

Speed and focus matter when market conditions change overnight. By zeroing in on core needs — delivery, payment, and marketing — Molson Coors reached consumers without building complex infrastructure. Leveraging an extensible platform allowed them to refine rather than rebuild. They proved a global brand can act like a nimble startup when it counts.