As consumer preferences shifted toward wellness, sustainability, and experience-driven choices, Molson Coors needed to evolve beyond beer: shifting from a brewing company to a beverage company. We helped facilitate this massive business transformation by uncovering a crucial insight—people want drinks that make them feel good. This shaped an innovation pipeline that identified eight high-impact opportunities, resulting in nine breakthrough product concepts. The launch of Vizzy, HUZZAH, and Verywell redefined Molson Coors’ presence in the beverage space, with Vizzy becoming one of the fastest-growing hard seltzer brands in the category and HUZZAH earning industry accolades. This strategic shift unlocked new revenue streams and positioned Molson Coors for sustainable, long-term growth beyond traditional beer with a projected billion-dollar growth division and a future-proofed portfolio designed for the next generation of drinkers.