Sitecore teams up with innovative brewer to provide superior global Web experience.


The combined annual maintenance cost to manage all the Molson Coors websites was very costly. The US site was poorly built on an open source CMS platform and it was difficult to navigate and make updates. In many cases the content appeared in two and three places on the site. The design layout was also lacking aesthetically causing the navigation to be extremely difficult to find specific information. Security was another major problem, four different technologies managed by different agencies which were housed and managed across disparate servers.


MERGE, a Sitecore Gold Partner, implemented Sitecore’s Content Management System (CMS) and built an extensive framework over the Sitecore API to allow for a customized content management experience.

The reuse of content was made easier by the creation of custom modules that can be put onto any page which showcases and provides a link to other pages around the site. Due largely in part to its reusability, the site’s design can be customized, with most changes taking place on a global scale in as few steps as possible. The site provides an intuitive user experience, with high functionality and little confusion.

MERGE designed this website to be mobile optimized regardless of platform or device. Other feature functionality that is currently being integrated into the site is the implementation of a .NET control framework that allows for seamless integration with other business solution frameworks such as SharePoint. In addition, a video streaming feature allows video content to be hosted on Amazon S3 servers and then streamed to the site and played back using an HTML 5 video player. The use of a customized video handler cuts out streaming lag and other issues that may arise along with video loading.

Marketing engagement analytics are handled primarily through the implementation of Google Analytics tracking code onto the website. Custom tracking including traffic goal management and monitoring as well as custom reporting has been supplementary through the use of Urchin, a web analytics software. Social Media integration is done through a customizable Twitter feed module, as well as sharing capabilities found in the AddThis add on.


The new website provides a stronger corporate identity, a better user experience and improved functionality. Other benefits include new site search functionality and organized media with stronger emphasis on social engagement and interaction. Sitecore has allowed Molson Coors’ marketing team to make content updates and post press releases in a matter of minutes. Furthermore, the site provides a more compelling view into the culture at Molson Coors. The site also provides more access to job postings and descriptions at both the corporate and regional levels. The customizable module in Sitecore allowed the organization of the content to be displayed in an interesting, engaging, logically organized, and easy to navigate way. This ability was key to the company being listed on the Dow Jones Sustainability Index in North America for the first time.