To support the new partnership, PepsiCo and Molson Coors are offering a dedicated sales team during the summer period, which will provide pubs with advice on maximising sales and distribute PoS material.
The collaboration is the latest development in the brewer’s support for the on-trade and follows on from the launch of its Putting the 'Great' back into the Great British Pubs and Clubs campaign.
The initiative aims to help outlets get more money behind the bar through a plethora of resources, and support includes helping licensees stage customer events, maximising live sport occasions, on-site staff serve and quality training, advice on social media, and consumer tasting and sampling kits.
Molson Coors director of trading James Harrison outlined how offering snacks alongside drinks helps the brewer become licensees' first choice.
He said: “This partnership allows us to expand beyond simply offering drinks.
“We strive to be first choice for our customers and their consumers, and having a diverse product range is an important part of this so, for us, the partnership made complete sense.
“The snacks will be a great complement to our range of more than 2,000 drinks, including more than 700 wines and 70 permanent cask ales.”
Driving the distribution of Walkers is one key benefit PepsiCo will receive according to the company’s channel controller Richard Honey.
He said: “[The partnership] with Molson Coors will help drive distribution of our Walkers snacks, the number one crisps brand in pubs and a brand consumers know and love.
“We have an extensive snacks portfolio that accounts for more than half of all crisps sales in pubs across the UK and customers who buy crisps, snacks and nuts in pubs tend to stay longer, so we are confident that this partnership will help outlets to drive sales.”