Molson Coors to distribute Palm Belgian Craft Brewers' beers
The announcement follows the long-term partnership agreement between Molson and Bavaria brewery, which was approved in July last year.
As part of the agreement, Molson Coors UK was given the exclusive rights in the off and on-trade to the sales, distribution and customer marketing of Dutch brewer Bavaria and its portfolio of brands in the UK.
The beer giant will also take over the UK distribution for La Trappe Trappist Ales from De Koningshoeven brewery in the Netherlands.
Brew + Press
Both distribution deals will bring Palm, Brugge, Rodenbach and Cornet and the full La Trappe range into Molson Coors’ portfolio and will form part of Molson Coors’ recently launched Brew + Press craft beer and cider initiative.
Molson Coors customer excellence director Andy Headley said: “We are excited to be taking these iconic beers from Belgium and Holland into the Molson Coors portfolio, giving our customers even more choice in an area of the market currently seeing substantial growth.
“The demand for interesting and different beers continues to grow, and we think these beers can play an important role for Molson Coors and our customers.”
Following the launch of Brew + Press, Molson Coors marketing director Martyn Coyle told The Morning Advertiser the beer behemoth was on the lookout to acquire more beer and cider brands to help expand its portfolio.
At the time, he said: “We have been building a portfolio ready to take on the opportunity of growth in this category."
‘Depth of brands’
Coyle continued: “If we had done it (launched Brew + Press) two years ago, we wouldn’t have had the depth of brands to do what we wanted to.”
As seen with the announced Palm Belgian Craft Brewers and La Trappe Trappist distribution rights, Molson is set to add more brands to its portfolio.
He added: “It’s certainly in the pipeline to get more craft and premium brands, and there are live conversations going on at the moment.
“We’re looking at further opportunities to expand our craft portfolio through partnerships and investment.”
