In a significant leadership shake-up, Molson Coors, the renowned beer producer behind iconic brands like Miller Lite and Coors Light, has announced a major restructuring of its leadership team under the guidance of newly appointed CEO, Rahul Goyal. The changes come at a time when the company faces growing challenges in the competitive and changing beer industry, where shifting consumer tastes and declining beer sales have forced brands to rethink their strategies and operations.
The most notable change in this reshuffle is the departure of Michelle St. Jacques, Molson Coors’ Chief Commercial Officer, effective November 14. St. Jacques, who joined the company in 2019 as its first female chief marketing officer, has played a key role in shaping Molson Coors’ commercial strategy. However, as the company looks to make bold changes in response to declining beer sales and changing consumer behaviors, her exit marks a shift towards a more streamlined leadership structure.
The Leadership Shake-Up
As part of the restructuring, Jeff Long, who previously served as the Chief Commercial Enablement Officer, will take on the new role of Chief Strategy and Capabilities Officer. In his new position, Long will focus on overseeing the company’s strategic initiatives and ensuring that Molson Coors is positioned to respond more nimbly to industry challenges.
The move to reorganize the leadership structure is part of CEO Rahul Goyal’s broader strategy to accelerate the company’s transformation and navigate the pressures facing the beer industry. According to Goyal, the new structure is designed to streamline decision-making processes, eliminate unnecessary layers, and allow for a faster and more consumer-focused approach.
Writing in a LinkedIn post, Goyal emphasized the urgency of the situation. “We must transform faster and make changes that acknowledge the real challenges facing our business and the beer industry. We must move with urgency,” he stated. Goyal, who previously served as Molson Coors’ Chief Strategy Officer, officially stepped into the CEO role on October 1, succeeding Gavin Hattersley, who is set to retire later this year.
A New Strategy for a Changing Market
The changes at Molson Coors come as the company grapples with several challenges that have impacted the entire beer industry. The U.S. drinking rate has been on the decline, and beer sales have similarly been falling in recent years. With younger generations consuming alcohol less frequently and shifting preferences towards alternative beverages like hard seltzers, craft cocktails, and non-alcoholic options, beer makers are being forced to diversify their product lines and find new ways to connect with consumers.
In response to this shift, Molson Coors has been actively expanding its product portfolio beyond traditional beer offerings. The company has embraced a “beyond beer” strategy, focusing on expanding its presence in categories like hard seltzers, non-alcoholic beverages, and energy drinks. The company’s partnership with Topo Chico to create a hard seltzer line, as well as its acquisition of La Colombe Coffee Roasters, are prime examples of this strategy in action.
Goyal has made it clear that while the company’s core brands, such as Coors Light and Miller Lite, remain essential, Molson Coors must diversify its offerings to stay relevant in a rapidly evolving market. In his LinkedIn post, Goyal highlighted that while the company has the “right priorities,” it is not transforming quickly enough. He noted, “The reality is, our progress against those priorities, though meaningful, is not enough. We must transform faster.”
Molson Coors’ Recent Performance
Molson Coors’ latest earnings report, released in August, underscored the challenges facing the company. The report revealed that net sales for the second quarter of 2025 totaled $3.7 billion, a decline of 1.6% compared to the same period the previous year. The drop in sales reflects the broader industry trend of slowing beer consumption, which has forced companies to adopt more innovative approaches to remain competitive.
The restructuring under Goyal’s leadership is aimed at addressing these market realities. By removing certain leadership layers and refocusing the company’s strategy, Molson Coors hopes to make quicker, bolder decisions that will allow the company to stay competitive and regain growth.
“We must operate with a consumer-first, customer-first mindset,” Goyal stated. “Every person in our company must play their part to drive tangible results.” This focus on speed and accountability within the company’s ranks is essential for positioning Molson Coors to successfully adapt to the challenges it faces in the modern beverage landscape.
The End of an Era for Michelle St. Jacques
Michelle St. Jacques’ departure marks the end of an era for Molson Coors, as she was one of the most visible and influential executives in the company’s recent history. St. Jacques was hired in 2019 as Molson Coors’ first female Chief Marketing Officer and was instrumental in shaping the company’s commercial strategies and brand positioning.
Before joining Molson Coors, St. Jacques had a successful career at Kraft Heinz, where she led global marketing initiatives. Her marketing expertise and leadership helped Molson Coors strengthen its brands and connect with consumers in an increasingly competitive and dynamic market. However, as the company seeks to accelerate its transformation and address its challenges, the decision to part ways with St. Jacques signals a shift in Molson Coors’ approach to leadership.
St. Jacques’ departure is particularly notable in light of her role in championing Molson Coors’ brand campaigns and marketing efforts. Under her leadership, Molson Coors worked to rejuvenate its brand image and reach new consumer demographics, but the restructuring indicates that the company is looking for a new direction as it confronts declining beer sales.
Looking Ahead: The Future of Molson Coors
As Goyal takes the helm as CEO, Molson Coors is at a crossroads. The company’s leadership changes and new strategy are aimed at positioning the company for long-term success in a rapidly changing market. With competition from craft breweries, hard seltzer brands, and other non-alcoholic alternatives, Molson Coors will need to adapt quickly to consumer preferences and changing demographics.
One of the company’s biggest challenges remains the declining consumption of traditional beer. To overcome this, Goyal and the new leadership team will need to strike a balance between nurturing Molson Coors’ core brands and continuing to innovate in new product categories. As part of the company’s broader strategy, the leadership shake-up is designed to give Molson Coors a competitive edge in the marketplace by streamlining operations and making the company more agile.
The success of these changes will depend on how quickly and effectively Molson Coors can execute its new strategy, particularly in the highly competitive and fast-moving beverage industry. With the right leadership in place and a renewed focus on innovation, Molson Coors may be able to navigate the evolving market and regain its position as a leading force in the beer and beverage industry.
For now, all eyes will be on CEO Rahul Goyal and his team as they work to implement the changes needed to steer Molson Coors through a turbulent time and into a new era of growth and relevance.
This article summarizes Molson Coors’ leadership shake-up and the company’s plans under new CEO Rahul Goyal, addressing the challenges faced by the beer industry and the company’s ongoing transformation. The leadership changes reflect Goyal’s strategy to accelerate Molson Coors’ growth and ensure its long-term success in the competitive beverage market.
