Molson Coors has signed a deal with Bavaria N.V. for the exclusive rights to the UK sales, distribution and marketing of the Dutch brewer’s portfolio.
Bavaria’s brands include Bavaria Premium, Bavaria 0.0%, Hollandia, Holland Import and Claro. For Bavaria, the partnership provides a springboard to grow the distribution of its brands in the UK.
Molson Coors said the integration of Bavaria 0.0% - the world’s first 0.0% alcohol beer and current number two in the UK non-alcohol category - further enhanced its standing in the lifestyle choice category, and complemented existing brands in this segment - Cobra Zero and Carling Zest.
Fred Landtmeters, managing director, Molson Coors UK & Ireland, said: “Bavaria and Molson Coors both share a rich heritage and an unwavering commitment to producing excellent beer. The no/low alcohol segment is a growth area of the category and by working together with Bavaria along with the strength of our overall brand portfolio we are in a great position to maximise this opportunity.”
Rob Page, managing director, Bavaria UK Ltd, added: “We are extremely excited about the opportunity this partnership brings. The UK is a key market for Bavaria where we see significant opportunity to grow our brands. Through Molson Coors, we now have access to their sales force, customer marketing team and industry leading route to market capability. We are very proud of where we have taken the Bavaria brand in the UK and this partnership allows us to springboard the brand to the next level to fully realise its potential.”