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Consumer Feedback

Since consumer feedback is central to our ability to produce the highest quality beers, we dedicate significant resources to collecting and acting on your comments and questions. While this is a global priority, it is conducted by market-based teams to ensure that inquiries are handled promptly and by someone with an understanding of local preferences.

Our businesses are eager to receive feedback and incorporate consumer input into product improvements, and detailed reporting on consumer feedback is provided to our teams in quality, plant operations, marketing, corporate responsibility and corporate communications. Each bottle and can is labeled with a “pull" or "best before date" (indicating when it should be removed from shelves and not sold, to guarantee freshness) and a 13-character code which indicates the brewing time, date and location. With this information, our representatives are able to investigate and address any issues which may be causing consumer concerns.

In North America, consumers can contact us through our Consumer Information Center at (800) 642-6116 for Coors products and (800) MOLSON1 (665-7661) for Molson products. Our center in the US is based at the brewery in Golden, Colorado, where we handle inquiries in English and Spanish. We also have a team of representatives in our Toronto brewery who assist our consumers in English and French. During the peak beer-drinking season of May through September, we bring additional representatives on board to ensure prompt and responsive service. The Golden Centers hours are Monday through Friday, 8am to 5pm Mountain Time. In Toronto the hours are 9am to 5pm Eastern Standard Time. Our automated response line is available 24 hours, seven days a week and handles calls received outside of these hours. Consumers also contact us through the Molson and MillerCoors websites.

In the UK, our Consumer Help Desk at the brewery in Burton on Trent is manned Monday through Friday from 9am to 5pm GMT, and the telephone lines are open seven days a week from 6am to 10pm GMT. Calls received outside of business hours are diverted to voice mail, and promptly returned the next business day. The contact telephone number (+44 8457-112244) is printed on all cans, bottles and outer packaging, and is available on our websites as well.

In 2007, over 90,000 contacts were handled by our center in North America, with approximately 75% coming in over the phone and the remaining via email from all of our branded websites. Specifically, the nature of these consumer contacts fell into the following categories:

  • 51% Inquiries
  • 23% Product and Package Complaints
  • 19% Other issues/complaints
  • 6% Praise
  • 1% Suggestions

Our UK Help Desk answered 4,916 calls in 2006. Of these, 30% were product or package complaints.

When consumers contact us with concerns about our advertising and marketing programs in North America, we do our best to address these promptly. However, if our representatives find that we were unable to answer a consumers question or comment to their satisfaction, we refer them to a third-party, independent review panel which is overseen by the Beer Institute. This panel reviews the consumer concern, makes a finding and provides a remedy for its resolution.