Molson Coors to distribute Bavaria’s Dutch beers

Brands in Bavaria’s portfolio include the non-alcoholic Bavaria 0.0%, Bavaria Premium, Hollandia, Holland Import and Claro.

Bavaria’s alcohol-free offer fits with Molson Coors’ commitment to boosting consumer choice around low- and no-alcohol beers and will be sold alongside Molson’s Cobra Zero and Carling Zest brands.

Molson Coors’ range also includes Coors Light, Cobra, Staropramen and Carling. Staropramen recently extended its range with a new 4% ABV pilsner called Pravha​.

Molson Coors UK​

Managing director of Molson Coors UK and Ireland Fred Landtmeters 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.”

The deal will provide a springboard for Bavaria into the UK on-trade, according to managing director of Bavaria UK Rob Page.

“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.”

Carling replaced Carlsberg​

Last month Carling replaced Carlsberg as the official beer partner of the Premier League​ after signing a three-year deal that will run from June 2016 to the end of the 2018/19 season.

The partnership was to “unlock genuine value across the on- and off-trade,” according to the brewer of the mainstream lager brand Molson Coors.

At the time Carling brand director Jim Shearer said: "We are bringing together the UK’s leading beer with the world’s most exciting football brand to rekindle a unique partnership.

“This exciting partnership will allow Carling to simultaneously champion pubs and bars via access to the nation’s favourite sport, while supporting growth within the off-trade by providing shoppers access to a range of brilliant Premier League assets.”