We believe that creative and effective two-way dialogue is the cornerstone of building a trusting reputation with stakeholders.

Our stakeholders are:

• Consumers
• Employees
• Investors/Shareholders
• Government/regulators
• Customers
• Suppliers
• Interest Groups (environmental, alcohol responsibility)
• CR Influencers

We are proactive in engaging with our stakeholders through many different channels. In 2010, we undertook an independent Stakeholder Engagement Review to:

• Ask internal and external stakeholders to provide insight into the company’s material corporate responsibility issues
• Integrate their feedback into business practices to drive performance improvements
• Set corporate responsibility priorities and targets
• Enhance the company’s reputation for accountability and transparency in corporate responsibility

The Review found that our current corporate responsibility priorities are aligned to stakeholders’ views and address the company’s material issues. Using the Review findings we have conducted a materiality assessment to identify the issues of greatest importance to our stakeholders and that have the largest impact for the company (3-5yrs period). We set annual targets for our priority areas and report against our progress externally and to our leadership and Board.

Molson Coors continues to focus on the issues as identified in the assessment carried out in 2012. This year our engagement efforts are focusing particularly on our top retail customers across our regional businesses, both in the on and off premise. We know their agendas are focused on increasing low alcohol options, and responsible consumption, but also recognize an increased focus on locally sourced products, fair treatment of suppliers as well as seeking ways to minimize their environmental impact. We wish to better understand and align with their sustainability agenda which in turn may impact our materiality assessment next year.

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  Review Findings

  Communication with stakeholders: Some stakeholders noted an opportunity for us to provide a simpler and clearer articulation of our corporate responsibility priorities and how these help to achieve business objectives.

   

  Addressing alcohol responsibility: There was a strong consensus across all stakeholder groups that addressing alcohol responsibility must remain a central part of the company’s strategy. Stakeholders highlighted that companies should address alcohol responsibility across all areas of their business including product development, packaging, marketing (including social media), employee policies, and community engagement to reduce abuse; they also stressed the need for effective employee alcohol training. 

   

  Improving our performance in specific areas: Stakeholders identified specific areas for the company to take action including: setting comprehensive targets across all key environmental impact areas and considering longer-term targets. Greater disclosure on water-related risks, a stronger position on climate change, and building a more comprehensive approach to addressing environmental and social risks in the supply chain were also highlighted.

   

  Engaging employees: The Review highlighted that we should focus on providing more clarity and direction to employees so they understand how corporate responsibility fits with the overall business objectives and the role they can play.

   

  Please see the independent commentary and recommendation from the Review.
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  Addressing Findings

  We took on the challenge to articulate our strategy in a clearer way and invented Our Beer Print to make corporate responsibility simpler and more relevant for our stakeholders.  Both internal and external stakeholders have responded very positively to our approach. Our 2011 People Survey exceeded our target with increased scores in the CR questions and CR became a top 3 driver of engagement.

   

  Last year we ensured that our alcohol responsibility commitments were applied to social media.  We also rolled out alcohol responsibility training  to all employees, including information about the alcohol content of our products, their impact on the body, and how to recognize and intervene where there is excessive drinking. Employees are encouraged to be champions for alcohol responsibility not only on the job, but in their family and community roles.

   

  We have expanded our environmental impact target setting.  We reported our water related risks to the Carbon Disclosure Water Disclosure Project for the second year and are making more water performance data available on our website.   We are currently developing longer term targets as our targets run until the end of 2012 and we are working to develop a more comprehensive climate change strategy.  We will continue to transparently report on our progress to address stakeholders’ concerns.
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  Materiality Assessment

  

   

  • HIGH – The issues in the high category are regarded as those that are of greatest importance to our stakeholders and have the largest impact for MCBC (3-5yrs). We set annual targets in these areas and report against our progress externally and to our leadership and Board. The CR Council sets the policies and strategies for these areas; we conduct regular stakeholder dialogue and utilize the feedback to set strategies. 

   

  • MEDIUM – For our mid-level material issues we have or are in the process of setting annual targets. We report performance internally and externally. The CR Council also has oversight over these issue areas.

   

  • LOW – These are issues that are not aligned with MCBC’s strategy and whilst we monitor them we don’t set annual targets and report externally against them.

CEO Statement

Read our position on responsibility straight from the top.

Our Values

Values are a key ingredient to our business recipe. See what they are here.

Our Approach

We have high standards. Read how we are working to achieve them.

Economic Impact

Read more about who benefits from our revenues.

How We Work

How we do things matters just as much as what we do.