Feiro, who has been Chief Customer Officer, will succeed Kevin Doyle, who is retiring.  

Feiro, 44, joined Molson Coors in 2002 and began a methodical ascent through the company’s U.S. sales organization. He served in distributor management and sales operations roles, then as a director on the national accounts team, as a regional chain director and as a vice president of the company’s Central region before rising to chief customer officer in early 2021, where he has helped the Molson Coors off-premise chain team return to the No. 1 supplier position in the latest industry survey by Tamarron Consulting.