After over 233 years of brewing beer, Molson Coors announced its name change to Molson Coors Beverage Company to reflect its growing focus on beverages outside the traditional beer and brewing offers. A successful market entry strategy in the non-alcohol space was one of the critical pillars of the transformational journey into a beverage company. During this case study, you will learn about the process of defining, shaping, and building this new portfolio and how the book of knowledge helped Marlon Hernandez during this process.