Labatt E-Commerce Channel Growth

With the onset of Covid-19, Labatt has scaled up its direct-to-consumer operations, providing our consumers new ways to interact with and shop our brands. With this national scale-up, we are looking for ways to closely align core business priorities to our e-commerce businesses. Candidates will have the unique opportunity to work with our biggest brands including Budweiser, Bud Light, Corona, Stella Artois, and regional Craft Brands, and our main D2C platforms. This project requires clear definition of e-commerce strategies that grow net revenue, market share, and most importantly: e-commerce channel penetration for the business. Candidates will be required to develop a thorough understanding of the e-commerce landscape in Canada as it pertains to the alcohol industry, and use relevant framework and research to substantiate their analysis and recommendations. As we continue to invest in this new sales channel, successful candidates will be able to consolidate e-commerce best practices related to brand activation, consumer experience, and last-mile strategies.

Faculty Supervisor:

Jay Handelman

Student:

Partner:

Labatt Breweries of Canada

Discipline:

Business

Sector:

Manufacturing

University:

Queen's University

Program: