Mark Hunter, the chief executive of Molson Coors, has warned off-trade beer sales could increase by 20 percentage points within a decade to 70%. At the moment the split is almost 50/50, however Hunter has told The Grocer – a sister publication of M&C Report – that he believes there will be a marked acceleration to home consumption. He said: “The switch has big implications on everything; brewing, packaging cost and infrastructure.” He added that Molson Coors was working with retailers to “improve shopper engagement” at the big supermarkets. “The industry has got itself into a position where the [standard] industry promotional mechanic of beer and other alcohol with “two fors” and “three fors” resulted in no distinctiveness, no competitive advantage and quite a lot of value destruction.”