The passion for world-class beer that lies at theheart of Molson Coors International is ignitingacross Europe as the European arm of thebrewing giant sets its sights on expanding into10 markets.Business has already tripled in three years asbrands such as Carling (Britain’s best-sellinglager), Coors Light and Cobra secure a loyalfollowing on the continent.
Companies starting a business in newcountries need the flexibility to grow, evenwhen they are part of a major player in theglobal beer industry like Molson Coors. Sowhen Dave McCarthy – the company’s ChiefCommercial Officer in Europe – was askedto set up a business in Spain, finding flexibleworkspace was the main challenge.But having managed the business in Irelandfrom a Regus centre in Dublin, Dave knewwhere to find workspace that could be scaledup or down as required. Opting for Regusmeant he didn’t have to spend all his timesorting out offices and facilities and he had thepick of locations closest to where the businessneeded to be.“When you are setting up a businessyou never know how it’s going to end up,whether you’ll need to get bigger or smaller:flexibility is the attraction of Regus,” saidDave. “Outsourcing also means you can geton with the job in hand without handling theadministration of your own place.”
With an initial team of four, Dave’s first move toa Regus centre in Spain was to Barcelona but itsoon became clear that Madrid would be moreappropriate. Not only is it the capital of Spainbut the Regus Campo de las Naciones centreis also close to Molson Coors’ Spanish partnerand distributor. An easy move was arranged and now Dave hasa meeting room and space for an expandedsales team of eight. In six months, hisEuropean team has grown to 16 people and hecontinues to hire and expand the business, withstaff based in a Regus centre in Kiev recentlycoming on board as well.Regus has added value in other ways too. It hasprovided everything from a kettle to brew tea(a rarity in espresso-devoted Spain) for Britishvisitors to setting up a special bar from whichthe team can display the brands and let peoplesample them.Molson Coors also liked Regus’ ability to crossinternational boundaries.Dave added: “My office is in Denver and I havecolleagues in Milan and Hong Kong. We useRegus videoconferencing a lot. The time zonechanges mean these meetings can take placeat 1am and the team always let us in.”With plans to employ another five or six peopleover the next year, Molson Coors will be usingRegus to best effect to make its presence felt.
“Regus is very flexibleto our needs – as well as the attraction of being able to grow or get smaller; it providesus with a low-cost andfast set-up. In Spain,I toured three centres and moved into onethat afternoon.”
Dave McCarthy,Molson Coors’ ChiefCommercial Officer –Europe
Business has tripledin three years
Future Europeanexpansion plan
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