In October 2026, Molson Coors, the company behind some of the UK's most established drinks brands including Carling, Madri Excepcional and Coors, partnered with Twirl to host a Creator Collective Day at their historic Burton on Trent headquarters. 

The Overview

Strengthen Creator Relationships

Bring together creators who had previously worked with Molson Coors and those being introduced to their brands for the first time, creating opportunities to build relationships beyond individual campaigns.

Bring Creators Closer to the Brands

Give creators a first-hand introduction to the people, stories and thinking behind Molson Coors' portfolio through conversations and interactive brand experiences. 

Explore Future Collaborations

Open up conversations centred around creator feedback and future campaign ideas.

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Event Strategy & Execution

Behind every brand is a wealth of stories, expertise and people that UGC creators rarely have the opportunity to encounter beyond briefs. 

Working closely with Molson Coors, Twirl helped curate a specially invited guest list, bringing together creators who had previously created content for the brand and those yet to collaborate with them. Twirl recommended creators whose interests and creative styles complemented the Molson Coors portfolio, helping introduce new faces alongside familiar ones. 

Molson Coors developed an immersive programme designed to give creators a closer understanding of their brands and the people behind them. The day combined smaller group experiences, direct conversations with brand teams and opportunities for creative participation, allowing creators to engage with the business beyond the usual campaign setting.

Twirl also organised and hosted an afternoon panel, led by Twirl account managers responsible for Molson Coors' campaigns on the platform. Drawing on their experience working with brands and creators, Twirl shared insights into building stronger professional relationships and creating opportunities for future collaborations.

Throughout the planning and delivery, Twirl managed creator relations and coordination, while Molson Coors led the brand experiences, bringing together the expertise of both teams to deliver the event.

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Event Highlights & Activations

• Intimate Brand Experiences
  Time spent with Molson Coors' brand teams in smaller groups, hearing the stories behind the portfolio and getting a preview of what's to come.
  
  
• Curated Guest list
  Bringing together familiar faces from previous Molson Coors campaigns and creators being introduced to the brands for the first time.
  
  
• Exploring the HQ
  A look inside Molson Coors' Burton-on-Trent home, with a visit to the Thirst Bar to learn the finer points of the perfect pour.
  
  
• The Twirl Panel
  A conversation with the Twirl account managers behind Molson Coors' campaigns, sharing their experience of working with brands and what helps turn a first collaboration into the next.
  
  
• Creator Challenges
  Short creative tasks, giving everyone a chance to show how they approach a product launch under pressure.
  
  
• Goodies to Take Home
  A selection of Molson Coors and Twirl gifts for creators to take home.
  
  
• Paid Campaigns at the HQ
  Some creators also used their time on-site to film content for separately commissioned campaigns, making use of a setting they wouldn't ordinarily have access to.

Celebrating creativity and collaboration, with responsible drinking in mind. Be Drinkaware.