Molson Coors named Matthew Hook as its next chief supply chain officer for the Americas, effective Oct. 12, the company confirmed in an email to Supply Chain Dive. 

Hook most recently was VP of manufacturing operations for North America. Across 27 years with the company, he has cultivated experience in manufacturing, engineering, logistics, customer supply, procurement, import/export and demand planning, including serving as chief supply chain officer for Canada. He has deep roots with the beverage company, first joining in 1999 as a production management trainee at a Toronto brewery.

In his most recent role, Hook helped modernize Molson Coors’ breweries and strengthened the operational foundation to enhance customer service levels, a key priority for the company. 

“I’ve asked Matt to harness the passion and strength of our supply chain team to build on and prioritize this work as he transitions into his new role in October,” CEO Rahul Goyal said in a letter to distributors shared with Supply Chain Dive. 

Hook will be replacing Brian Erhardt, who is retiring and moving into a senior advisory position. Erhardt spent the last 25 years with Molson Coors, holding positions of increasing scope and responsibility across strategy, supply chain and sales, Goyal wrote in the letter. 

“Brian’s leadership has been instrumental as we have made the transformation from a beer company to a total beverage company,” Goyal wrote. “I have come to deeply value Brian’s perspective and counsel. With this in mind, I have asked Brian to remain in an advisory capacity into next year to support the transition and several enterprise initiatives.”

The change in supply chain leadership comes as Molson Coors adjusts its product mix in response to market trends, including the rising popularity of non-alcoholic options. Earlier this year, the company said it would roll out its Coors 0.0 offering nationwide while expanding the availability of nonalcoholic canned cocktail brand Naked Life. Meanwhile, Molson Coors is also leaning on less expensive alcoholic drink types, such as its revived Keystone Ice brand and expanded Miller High Life offerings, as consumers contend with rising costs.