Brewers Molson Coors and Bavaria have announced a new partnership giving Molson Coors rights to the sales, distribution and customer marketing of the Dutch company.
The agreement will cover Bavaria’s portfolio of brands in the UK, including Bavaria Premium, Bavaria 0.0%, Hollandia, Holland Import and Claro. But production will remain in the Netherlands, using the same recipes.
Molson Coors - which follows Bavaria’s acquisition of Belgian craft brewer Palm in May - believes the integration will complement its existing portfolio, which includes Coors Light, Cobra, Staropramen and Carling.
“Bavaria and Molson Coors both share a rich heritage and an unwavering commitment to producing excellent beer,” said Fred Landtmeters, managing director at Molson Coors. “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.”
His counterpart at Bavaria UK, Rob Page, 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.”