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Channel: Molson Coors Archives - The Drinks Business

Cobra Beer founder added to Chelsea FC bid

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Karan Bilimoria, a peer in the House of Lords since 2006 and current chairman of Cobra Beer, has been added to a bid by the American Ricketts family to buy Chelsea FC. Bilimoria founded Cobra in 1989, eight years after moving to London from India. Running the business from his flat and working with one of India's largest breweries to develop the recipe, the first shipment of beer from Bangalore arrived in 1990. Since 1997 Cobra has largely been brewed in the UK to satisfy demand. The beer has become a fixture of curry houses across the UK, which Bilimoria partly attributed to the eye-catchingly large bottles. Molson Coors became the majority shareholder in 2009 after Cobra went into administration. Bilimoria retains a 49.9% share of the company's British business. “I founded Cobra Beer just down the road from Stamford Bridge and have been a season ticket holder for many years", Bilimoria explained. "So, when Tom Ricketts approached me to discuss a leading role in his bid group, there was no way I could refuse." If the Ricketts bid is successful, Bilimoria would join the Chelsea board as a director and serve the club as an ambassador. The group stated that "the move will further boost the bid team's credentials and its connection with UK business, sport and politics". Tom Ricketts is the owner of the Chicago Cubs MLB team. Alongside his siblings he serves on the Cubs' board of directors. The family made their fortune when their father Joe Ricketts founded TD Ameritrade, a brokerage platform, in 1971. Bilimoria's is not the first name in the drinks industry to become involved in the jostle for ownership of Chelsea after Roman Abramovich put the club up for sale. Swiss billionaire and winery owner Hansjorg Wyss was rumoured to be interested.

Madrí Excepcional beer takes social media by storm

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Despite being launched by Molson Coors in October 2020, Madrí Excepcional has suddenly become the most talked about beer in the UK.  The lager recipe is a collaboration between Molson Coors and La Sagra Brewery, south of the Spanish capital, and claims to capture "the soul of Madrid". The beer itself is actually brewed at Molson Coors' brewery more than 900 miles away in Tadcaster, Yorkshire. But the questionable Iberian credentials of the beer have not overshadowed the brand's viral organic marketing success, nor has the absence of an official brand Twitter page. As more and more people share their praise of the lager's quality on social media, an increasing number are trying it to determine whether it lives up to the hype. Google Trends data offers a clear indication of how, in the previous three months, internet searches for Madrí lager have been on an upwards trajectory, with 27 April the peak day for Madrí searches, when around 10,000 tweets were posted from the UK mentioning the beer. This spike may largely be down to a post from British media outlet LADbible to its 3.2 million Twitter followers, which called the lager "sensational stuff". Much of the increased attention can also be attributed to the greater exposure the product has received since being rolled out into UK supermarkets in March of this year. In the on-trade, Madrí is appearing in an increasing number of venues (currently over 6,000), and Molson Coors has capitalised on the imminent arrival of summer by hosting events which showcase the product as a drink to be enjoyed in the sun. Parallels are already being drawn between Madrí and the Heineken-owned Birra Moretti in terms of quality, affordability and availability. Both offer a 4.6% ABV European-style lager in a similar price bracket (GBP£2.88 per litre at Sainsbury's), with simple, eye-catching branding. Both also use marketing to evoke a feeling among British consumers of being abroad on holiday. Molson Coors has spared no expense when it comes to promoting the new beer - but social media fanfare has generated unprecedented publicity which only continues to snowball.

Molson Coors invests £16million in Aspall Cyder

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The American-Canadian owner of Suffolk-based cider brand Aspall has completed a £13m renovation of Aspall Cyder House, and has put £3m into a new advertising campaign. Molson Coors took ownership of Aspall Cyder for £40m in 2018 from the Chevallier Guild family, who had been custodians of the brand for eight generations. Over the past three years the production site, next to the village of Aspall, has been modernised. Capacity has been increased by 60%, with the new fermentation building utilising technology at a company which has been in existence since 1728. The increase in facilities will bring Aspall's production up to approximately 70 million pints of cider per year. Other new features include measures to reduce the environmental impact of production. These include a new waste water treatment plant, which will mean that all waste water is cleaned on site, rather than being transported away. There is also a new weighbridge, which will precisely measure the loads of lorries transporting cider from the site to make sure that logistical operations are as efficient as possible, thus reducing freight traffic from the site. The advertising campaign, set to premiere in June, will be a television first for Aspall. Molson Coors marketing controller for cider, Phil Pick, found the prospect "truly exciting": "It will further raise Aspall's profile and help capitalise on the growth in the popularity of premium ciders, that our newly rejuvenated Cyder House is ready to meet." The campaign will also be seen on social and digital media, on-demand video and outdoor advertising. Henry Chevallier Guild, who remains a brand ambassador, told the East Anglian Daily Times that "this investment demonstrates the scale of Molson Coors’ commitment to the Aspall brand and will ensure Aspall’s premium products have a very bright future." Molson Coors has not just been investing in traditional drinks. Recently, they collaborated with Coca-Cola on a 5% ABV lemonade.  

The 10 biggest beer producing countries

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Data from BarthHaas, a leading global supplier of hops, offers an insight into the volume of beer produced in different countries across the world. Though the 2021 figures are yet to be released, the data from 2020 offers a good indication of the brew world order. Understandably, production in some countries declined due to the Covid-19 pandemic causing significant disruption to supplies of both labour and materials. Interestingly though, this was not the case globally. However, with shortages of CO2 and barley in particular (the latter worsened by Putin’s invasion of Ukraine), 2022 can also be expected to be a leaner year for beer. More than half of the beer produced worldwide is made in the top five countries on this list. 

1) China - 341,110,000 hectolitres

As mentioned in our assessment of the top 10 biggest wine producing countries, official figures from the People’s Republic are of questionable reliability. However, despite some issues surrounding accuracy, it’s pretty clear that China is number one when it comes to beer production. China Res. Snow Breweries, Tsingtao Brewery Group and Yanking are responsible for 106.9, 80 and 35.3 mill hl respectively - almost two thirds of the total amount for the country. These three groups produced an estimated 12.2% of the world’s beer in 2020.

2) US - 211,166,000 hl

Land of the free, home of the brave - and also home to quite a few brewing giants too. Though Molson Coors was a merger between an American and a Canadian company, it is headquartered in Chicago. Constellation Brands is another. Budweiser, probably the best known American beer, is owned by Belgian behemoths AB InBev. Last year’s hop report from BarthHaas suggests that the area devoted to hop cultivation is increasing in the USA, with a further 791 hectares added in a 12 month period.

3) Brazil - 151,900,000 hl

Though Brazil might not be considered a heavy hitter in the world of brewing here in Europe, the country’s production is impressive. Growing by 7.1m hl from the 2019 level, there is only one Brazilian company in the top 40 biggest world brewers: Grupo Petrópolis at number 11. Brands such as Itaipava, Lokal Bier and Cerveja Petra may not be recognisable to international consumers, but the domestic market is huge. The IWSR also notes that Brazilian brewers’ resilience can be attributed to a “successful pivot to digital [ecommerce] and DTC [direct-to-consumer]”.

4) Mexico - 126,900,000 hl

Like Brazil, Mexico also witnessed growth from 2019. Grupo Modelo, owned by AB InBev, produces, among others, Corona. Despite the unfortunate name, the beer is still performing strongly. Incidentally, AB InBev produces a quarter of all the world’s beer. In the US, Grupo Modelo is distributed by Constellation Brands.

5) Germany - 87,027,000 hl

A list of beer-producing countries without Germany would feel wholly incomplete. The country which gave the world Oktoberfest and the term “lager” has arguably defined global beer and beer culture more than any other nation. Brewers of Europe also shows that they are, by quite a long pour, the biggest beer drinkers in Europe - consuming a cumulative 78,706,000 hl in 2020. Perhaps alarmingly, this was actually a record low.

6) Russia - 79,500,000 hl

For a brewing superpower, Russia’s influence on world beer seems minimal, but it is in fact symptomatic of the country’s isolation from western markets. According to the IWSR, Russian beer makes up just 1% of the global beer market. The remaining 99% is consumed domestically. Although sanctions on Russian exports may significantly change international vodka markets, they won’t necessarily register when it comes to beer sales. 

7) Japan - 46,874,000 hl

Asahi and Suntory are the big Japanese brewing groups. There’s also Sapporo, the country’s oldest beer brand. Online beer sales, particularly during lockdowns, were of great importance. Despite growing demand for ready-to-drink beverages, beer demand has remained resilient. Though we might perceive Japan as a country dictated by tradition, change is not unheard of. Earlier this year, Asahi altered its Super Dry recipe as Japanese consumer tastes had changed.

8) Vietnam - 40,000,000 hl

Reports from the IWSR of an emerging craft beer movement in Vietnam should not obscure the fact that the country remains a haven for big beer. The drinks industry often reflects geopolitical history, and the two dominant brewing groups in Vietnam are no exception. In the south in what is now known as Ho Chi Minh City, there’s Sabeco, Saigon Beverage Corp. In the north, there’s Habeco, Hanoi Beverage Corp. The former (now a subsidiary of ThaiBev) is approximately four times the size of the latter and produces Bia Saigon and 333 Premium Export Beer. Heineken and Carlsberg also have operations in Vietnam.

9) Poland - 38,420,000 hl

Much has been made of the rise of Polish beer production, but neighbours Germany and Russia are still squeezing ahead. However, its efforts are still admirable. The country has done particularly well in the no/low category, partly driven by a growing domestic market for such drinks. Breweries such as Van Pur SA have noticed the demand and responded. However, traditional beer consumption remains strong in Poland - possibly because it is very, very cheap to do so.

10) Spain - 34,738,000 hl

Spanish brewers have become a force to be reckoned with when it comes to making light continental lagers. There’s Estrella (Damm and Galicia), Cerveza Ambar and Mahou among many others. Despite what branding would like us to believe, Madrí Excepcional is actually brewed in Tadcaster, Yorkshire, not Castile. What’s slightly confusing is that, according to data from Brewers of Europe, 2020 exports of Spanish beer both intra and extra-EU are below those of Belgium, Germany, Netherlands, Czech Republic, United Kingdom and Poland at 3,680,000 hl. It only becomes more confusing when one considers the relatively low Spanish consumption of 50 litres per capita for 2020. It may be cleared up when one considers that the biggest drinkers in Spain are, in fact, tourists. Recent strikes threatened beer supplies, leaving boozy Brits soon-to-be abroad worried. Despite the United Kingdom being known as a nation of ale aficionados, it just misses out on the list, sitting in 11th place. To see how the international rankings look for wine, click here.

GDA officially begins distributing  Molson Coors and Magners in Australia 

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Good Drinks Australia (GDA), one of Australia’s largest independent brewers, has begun distributing Molson Coors and Magners brands. The brands, which include Miller Chill, Miller Genuine Draught, Coors, Molson Canadian and Magners, reportedly account for around 13 million litres per annum in the the Australian market and will drive growth for GDA. Based on the past year’s sales, the partnership is expected to deliver an additional AUS$35 million-AUS$40 million in revenue and up to AUS$4 million annually in EBITDA. GDA managing director John Hoedemaker said: “The transition from the previous distributors has been well planned and well executed in the trade.” Hoedemaker added: “We are excited to have these products complement our growing Good Drinks portfolio and look forward to them contributing meaningfully to this year’s volume, revenue and earnings, as well as creating new market opportunities for our existing brands.” GDA is already home to brands including: Gage Roads Brew Co, Matso’s Broome Brewery, Atomic Beer Project, Alby, Hello Sunshine and San Miguel.

Top 10 countries that drink the most beer

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Beer is a truly international beverage, with lagers, stouts and ales consumed throughout the world. But which countries drink the most of it? The data, from Kirin Holdings (that oversees Kirin Brewery Company) was published in January of this year and shows the estimated country-by-country beer consumption levels for 2020. Although global beer consumption in 2020 was estimated to be in the region of a vast 177.5 million kilolitres (that's around 375 billion pints), this was actually a 12.8m kl drop on the 2019 level, due to the pandemic. While that figure likely rebounded in 2021, there is a developing global beer crisis. CO2, barley, fuel and labour shortages, a worsening geopolitical and climate situation, rampant inflation and reduced consumer spending power (as well as a growing preference for low/no alcoholic drinks) have conspired to create a worrying situation for big and small brewers alike. Note: this is not per capita beer consumption data, but rather the overall figures ascertained from questionnaires Kirin sent out to brewers' associations around the world.

1) China - 36,088 thousand kl

Leading the way is China, and with a population of around 1.4 billion it is perhaps unsurprising that this would be the case - the People's Republic has been the biggest beer consumer consecutively since 2003. Recent reports suggest that the country's beer industry is undergoing a post-pandemic resurgence, with accelerating growth.

2) USA - 24,105 thousand kl

best cities for beer in America Everything is bigger in America, but, when it comes to beer consumption, the United States will have to settle for second. The US is still home to big brewers though, with Molson Coors and Constellation Brands both headquartered there. Furthermore, there is a thriving craft beer scene. But these brewers are vulnerable in the current climate: CO2 shortages forced Night Shift Brewing in Massachusetts to move entirely to contract brewing.

3) Brazil - 13,847 thousand kl

The world's third biggest beer producing country is also the third biggest beer drinking country. The preference for the refreshing drink might be attributed to the climate, indeed, across Latin America there is a growing trend for cold beer delivery - a service which could well prove popular in other parts of the world.

4) Russia - 8,646 thousand kl

Russia brews a huge amount of beer, but it rarely reaches international markets and instead is largely consumed domestically. In response to the invasion of Ukraine, many major brewers, including AB InBev, have suspended operations in the country, a decision which could lead to this consumption figure declining.

5) Mexico - 8,287 thousand kl

Corona and Modelo are two of the world's 10 most valuable beer brands, and Mexico itself is the fourth biggest beer producing country in the world. However, climatic disaster means trouble for the industry as President Andrés Manuel Lopez Obrador has called for brewers in the north of Mexico to stop production due to water scarcity in the region.

6) Germany - 7,746 thousand kl

German beer consumption is not just reserved for Oktoberfest. The country has long been associated with brewing, though bottle shortages due to rising production costs and logistical challenges could mean that this consumption figure might take a hit this year.

7) Japan - 4,416 thousand kl

Asahi is currently the 10th most valuable beer brand in the world - indeed, Japan's best selling beer brand recently became the official beer of Manchester City Football Club. However, the Japanese beer market is actually shrinking. This has prompted Kirin (the commissioner of this survey) to pivot away from brewing into pharmaceuticals instead.

8) UK - 4,088 thousand kl

Whether it's at a football stadium, a pub or in the comfort of home, the British do enjoy their pints. However, as the cost of a pint continues to soar, breaking the £7 barrier in London, it is making an increasing number of Brits uncertain about whether they can afford an afterwork beer.

9) Vietnam - 3,845 thousand kl

Though tourists may return from Vietnam with tales of beer costing US$1, sales of the drink have actually taken a hit in recent years due to pandemic-related lockdowns. Last year, Heineken reported that the volume of sales in Vietnam had halved as a result of the restrictions. Vietnam also has its own big brewers, including Sabeco in the south and Habeco in the north.

10) Spain - 3,815 thousand kl

With the smallest population on this list, at approximately 47 million, the Spanish punch above their weight when it comes to beer consumption. Recent strike action from hauliers threatened to cause a shortage for citizens and tourists alike, but, for the moment, the bars of Benidorm appear to be stocked sufficiently. To find out which countries have the highest alcohol consumption per capita, click here.

Drinks shares fall out of favour as stock market takes a battering

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Drinks company shares have fallen out of favour as international stock markets have taken a battering so far this year.  Despite their reputation for being reliable performers during a period of turmoil, the global wine and spirits giants have followed the markets down in response to the intensifying crisis in Ukraine, the resultant chaos in the energy markets, a sudden rise in interest rates - and in the case of the UK a change of monarch and jitters about the new government's economic policies. During the pandemic investors backed the big alcohol producers for their fleet-footedness in adapting their business models to address the rapidly changing patterns of consumption such as the switch to drinking at home and the boom in cocktails. Consequently drinks shares were among the best performers as the world came out of lockdown, soaring in 2021 after displaying resilience in late 2020. Today, however, they are on a different trajectory as investors take a less sanguine view of prospects despite a chorus from chief executives explaining that they have not seen consumer reaction to the increased prices they are taking to combat input cost inflation raging from raw materials to transport. Surprisingly to some, London has remained one of the more stable places to invest. The FTSE 100 index of big companies has lost just 7% since the turn of the year compared with Wall Street falling by more than 18% and Paris by 20%. By comparison, the world's biggest premium beverage alcohol producer, Diageo, has seen its shares fall by a little more than 6% since last Christmas, whereas European-based rivals have fared far worse. Despite all returning recent bumper double-digit organic growth numbers of up to 20% and sticking to forecasts of further progress in the 6% to 9% range in the current year, their shares have followed stock markets down. Pernod Ricard's are down by 13% despite announcing its best ever results at the start of September. LVMH has shed 17% in value, Remy Cointreau has fallen by 20% and Davide Campari Milano has suffered a 30% slump. Among the global brewers Heineken has lost 14% in value, Molson Coors 112% and AB InBev 11%. Across the Atlantic, however, both Constellation Brands and Brown Forman have weathered the storm much better than Wall Street overall. Their shares have both fallen by about 7% and 5.5% respectively this year, cushioned by the perceived better prospects for the US economy and strong investment news. Constellation has unified its previous two-tier share structure - a measure investors liked - and has reached agreement on the site of its new mega-brewery in Mexico to meet surging demand for the premium Modelo and Corona brands, European tariffs on bourbon have been removed and Brown Forman is expanding its facilities at Lynchburg. It has also landed what could be a transformational deal with Coca-Cola to produce an RTD version of Jack [Daniels] and Coke. A trial market will start in Mexico before Christmas. The most resilient performance has come from Treasury Wine Estates whose shares have shed less than 1% of their value since Christmas, largely on the basis that they were weak enough following the imposition of China's punitive tariff regime on Australian wines combined with a recognition that chief executive Tim Ford has taken sufficiently drastic action to steady the company and make its equity look comparatively attractive. The problem is that drinks groups'  yields to investors ­- the percentage of a company's share price that it pays out in dividends each year - are low. As a guide, the companies in London's FTSE 100 Index, have yielded a combined average of 3.9% over the past five years. Today only Diageo is offering just more than 2%, Campari less than 1%. There are more attractive propositions in other sectors despite the potentially greater risks in investing in them. Because its share price is less than half of what is was before the pandemic and China dealt the dual blows, Treasury Wine Estates is the odd one out, offering almost 4% FTSE 100 yields have generally risen across the board as share prices have dropped during the latest market turmoil following the mini-budget (aka "fiscal event"). That has put drinks shares further in the shadows. Meanwhile, two separate events this week will be followed with interest. Tomorrow, Diageo will update its shareholders at their annual meeting on its trading performance in the first couple of months of its present financial year. In addition, chief executive Ivan Menezes' remuneration will come under fire from institutional investors. He is overpaid compared to the average employee, getting almost 70 times as much pay, according to influential shareholder advisory group PIRC, which has recommended firing a warning shot by voting against the resolution on the board's pay. But given the progress Diageo has made in the nine years under his stewardship - the share price has more than doubled and the dividend has increased every year - he would seem safe, especially as his package of £7.9 million last year is not excessive by comparable standards and is benchmarked against performance. On Thursday, Constellation Brands will report its latest numbers, which will be heavily scrutinised for trends in America. Are there signs of consumer resistance to its price rises and how successful is it in  mitigating continuing input cost increases. There will also be interest in whether the American group says anything about possible mergers and acquisitions - the rumours about energy drink giant Monster refuse to die.

Coca-Cola and Molson Coors partner to launch Topo Chico canned cocktails

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The latest offering from Coca-Cola's partnership with Molson Coors sees the release of a range of Topo Chico canned cocktails, hot on the heels of the brand's line of hard seltzers, launched last year. Topo Chico canned cocktails Coca-Cola is continuing its cautious-yet-burgeoning foray into the alcoholic beverage sector through its partnership with brewing giant Molson Coors. The two companies have already collaborated on the recent launch of Simply Spiked Lemonade, as well as last year's range of Topo Chico hard seltzers, which Molson Coors says is the fast-growing hard seltzer brand. Now, Coca-Cola and Molson Coors have announced that they will be rolling out a range of Topo Chico canned cocktails in 2023. According to a press release, the canned cocktails will feature "100% real spirits" in a lineup of "familiar cocktails" that will be recognisable to consumers. "Taking inspiration from the popular cocktails made in bars and restaurants today, Topo Chico Spirited will bring something completely different to our aisle," said David Coors, Molson Coors' vice president of next generation beverages. "We believe Topo Chico Spirited will shake up the canned cocktail space with unparalleled flavors and a legacy rooted in the iconic 125-year-old master-brand." The exact range of flavours that consumers can expect to find is yet to be announced, though these comments suggest that classic cocktail expressions will be front and centre in the lineup. "Topo Chico is a recognizable and beloved brand across the country. With this launch, more people will be able to experience new and different quality beverage options from Topo Chico," commented Dan White, Chief New Revenue Streams, Coca-Cola North America Operating Unit. "We are excited to see Molson Coors bring Topo Chico Spirited to store shelves next year." The exact launch date has not yet been announced, though Topo Chico 'Spirited' canned cocktails will come to states, Texas, Colorado, Oklahoma, Kansas, Missouri, California, Arizona, New Mexico, Nevada, Washington, Florida, Arkansas, Mississippi, Tennessee, Georgia, Louisiana, Illinois, Wisconsin, Ohio, Minnesota, Michigan, Virginia, and Washington, D.C. next year. Read more: Soft drink giants cosy up to spirits brands as canned cocktails soar Monster Energy announces release of 6% ABV RTD Boxing megastar Canelo Alvarez launches Tequila canned cocktail range

This nail polish changes colour when you’re holding a cold beer

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Molson Coors has launched a thermochromic nail polish that changes colour when consumers are holding a cold beer. The nail polish, which has been created in partnership with Le Chat Nails, is the beer company’s take on bringing fun to the holiday season and echoes how Coors Light beer cans feature a special technology that allows the mountains in its logo to turn from grey to blue when the beer is chilled. Coors Light 'Chill Polish', which has been introuced in time for the festive season and changes colour depending on the temperature, is set to remind people that “Coors Light is best served ‘As Cold As The Rockies’. When speaking about the launch, Coors Light associate marketing manager Ashley Kozanda said: “This holiday season Coors Light is bringing chill right to your fingertips.” Kozanda explained: “By inserting itself in the conversation in a fun and expected way, Coors Light is offering yet another great example of not following the same old playbook that beer brands tend to use. When people wear Chill Polish, it’ll remind them to drink Coors Light. And it’s a great reason to try Coors Light if they haven’t already.” Chill Polish will retail for US$7 at Coors Light’s online shop and batches of the thermochromic nail polish will drop every Tuesday at 10am until 13 December until stocks last.

Molson Coors to exit CBD business in the US

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Molson Coors is set to unwind the US portion of its CBD joint venture with Canadian marijuana grower Hexo by the end of the year. By shutting down the American arm of the joint venture, named Truss USA, Molson Coors will effectively exit the CBD beverage business in the US from 31 December. Back in 2018, Molson Coors and Hexo launched Truss initially to develop cannabis drinks for the Canadian market, and in 2020 Truss USA was formed to pursue CBD opportunities stateside. The decision to discontinue the US CBD business, which was based in Colorado, has been, according to reports, hinged on the inaction of federal lawmakers to reform many US cannabis laws. The delays have, allegedly, then also had a knock on effect on making US retailers and distributors hesitant about taking on CBD brands and this in turn has complicated distribution and the drinks giant's path to profitability in terms of US-based CBD drinks sales. Molson Coors president of emerging growth Pete Marino said: “Not every project or innovation will meet our ambitions. What’s important is that we learn from each and build capabilities that will serve us well into the future. The key for us is to go big behind what’s working and smartly pivot out of what isn’t working from a scale standpoint, like CBD beverages.” The company has stated that, should the regulatory landscape for CBD products in the US change, it would be prepared to re-enter the space, however, according to Marino the ability to scale in the category remains “difficult”. The closure of the US arm will not affect Truss’s main operations in Canada.

Global Brands Limited acquires Hooch, Hooper’s and Reef brands from Molson Coors

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Global Brands Limited has today announced the purchase of Hooch, Hooper’s and Reef from Molson Coors, after producing and distributing the brands for over a decade. Two people cheers Hooch cans: Global Brands Limited acquires Hooch, Hooper’s and Reef brands from Molson Coors Molson Coors has sold the trademarks for the three brands to the independent drinks company. The brands have been produced and distributed by Global Brands since 2012 and now form part of its owned portfolio. Molson Coors owns the trademark to brands including Coors, Staropramen, Carling, Madri Excepcional and Blue Moon. Nino Beneta, managing director of Molson Coors export and license EMEA & APAC, said the team will continue to focus on this "select portfolio of key international brands" moving forward. Hooch, Hooper’s, and Reef will join the Global Brands portfolio – which includes on-trade ready-to-drink brand VK, tonic brand Franklin & Sons and Amigos Tequila Beer. Three bottles of Hooper's overlooking countryside: Global Brands Limited acquires Hooch, Hooper’s and Reef brands from Molson Coors Steve Perez, chairman and founder of Global Brands, said: ‘We are delighted to welcome the Hooch, Hooper’s and Reef brands as fully-fledged members of the Global Brands family. This will give us the opportunity to invest further into the brands with the added security of owning the equity." The company re-launched Hooch in 2012 at the Publican Awards with Keith Lemon and "reinvigorated the brand, with new flavours and focus", according to Perez. Indeed, as its producer and distributor, Global Brands expanded the Hooch range with the launch of Pink Hooch in 2020 and Orange Hooch in the summer of 2022. Couple enjoying jug and bottles of Reef: Global Brands Limited acquires Hooch, Hooper’s and Reef brands from Molson Coors Perez added: "Hooch is a staple of the RTD category sold by major retailers, and is a popular, well-loved brand. This deal will reinforce Global Brands’ position as the leading independent producer of RTD brands in the UK." In December 2022 db reported that Molson Coors was set to unwind the US portion of its CBD joint venture with Canadian marijuana grower Hexo by the end of the year. By shutting down the American arm of the joint venture, named Truss USA, Molson Coors will effectively exit the CBD beverage business in the US from 31 December. Read more on that story here.

Drinks companies lobby Scottish government over advertising

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Drinks firms have joined forces to challenge Scottish ministers on moves which could restrict alcohol advertising and marketing. More than 100 drinks companies, including AB-InBev, Diageo, Pernod Ricard, C&C Group, Whyte & Mackay, Edrington, Brewdog, Lanson, and Molson Coors, have signed a the letter to ministers that pleads: “Don’t destroy Scotland’s drinks industry.” According to local sources, signatories also include a raft of smaller drinks companies who are backing the plea including distillers and microbreweries across Scotland that will be affected by the detrimental impact of any bans coming into force. The move, which follows the Scottish government launching a consultation that will run until 9 March to consider banning alcohol sponsorship for sports and live events, could also see distillery and brewery shops being banned from selling branded drinks merchandise as well as drinks branding being removed from pub parasols and all glassware. As part of the consultation, ministers are set to consider a total ban on all outdoor advertising of alcohol, which would include vehicles as well as newspaper and magazine advertising. Many already fear a “blanket ban on alcohol advertising and sponsorship” in Scotland with drinks companies having stated that this “could not have come at a worse time for our sector, and the many thousands we employ” and outlined how the industry has already “suffered hard through the Covid years” and already the current cost-of-living crisis “threatens the very existence” of many businesses. The drinks companies pleaded: “At times like these, we urgently need the support of our government and elected representatives” and said that the proposed “ban” would damage the industry with “no clear evidence to justify such a move” and added: “Restricting the ability to promote and market products responsibly will remove a vital route to market and go against the Scottish government’s vision to double the turnover of the food and drink sector by 2030. A further unintended consequence of these proposals would be the blocking of a key source of vital funds to Scotland’s sports and arts and culture sectors, at a time when they can least afford this.” The drinks sector currently employs 88,700 people in Scotland, and contributes £6.1bn gross value added (GVA) to the economy each year, said reports. The letter also highlighted how “iconic exports which in turn drive our economy here at home” and said that although they “recognise and share in the Scottish government’s determination to reduce harmful consumption of alcohol” there should be “further workable steps” that the sector can take together assist with this, rather than revert to banning advertising. The letter added: “These proposals will not serve to achieve this and do not address the root cause of why someone might come to have a harmful relationship with alcohol. Instead, they will needlessly hold our country back, to the detriment of Scottish jobs. With the support of brewers and distillers across Scotland and the UK, we urge the Scottish Government to listen to our concerns regarding the significant impact these measures will have not only on the alcohol industry, but on the thousands of families it supports, but wider Scottish society too.” Last month, members of the Scotch whisky trade voiced their outrage at the Scottish government after a report claimed all alcohol products were “variations of the same thing” and instigated the proposed banning the sale of alcohol-branded merchandise. A Scottish government spokesperson said: “Alcohol-related harm is one of the most pressing public health challenges that we face in Scotland. An average of 700 people are hospitalised and 24 people die each week from illnesses caused by drinking alcohol. That’s why we have taken forward initiatives such as Minimum Unit Pricing (MUP) in the face of significant challenge from some quarters of the alcohol industry. Our alcohol framework is clear that we will work with the alcohol industry on projects which can impact meaningfully on reducing alcohol harms.” It has been agreed that public health minister Maree Todd will meet with “key stakeholders”, including figures from the alcohol and advertising sectors during the consultation to “hear directly” all of the outlined concerns. The spokesperson added: “The public health minister has already been clear that there is clear evidence that adverts which glamorise drinking can encourage young people to drink alcohol and have a detrimental impact on those in recovery from problem alcohol use. The Scottish Government is determined to tackle Scotland’s problematic relationship with alcohol and the current wide-ranging consultation is an important step in doing that.” Todd also recently revealed how a new report had shown how minimum unit pricing (MUP) has been successful in lowering the consumption of alcohol most associated with harmful drinking without negatively impacting the alcohol industry. However, the Scotch Whisky Association (SWA), which mounted a legal challenge to the MUP said the research was one part of an “overall evaluation”, and it would await its completion before drawing any conclusions and explained that the SWA continues "to work in partnership with a range of stakeholders to promote responsible drinking and to tackle alcohol-related harm".

Concerns raised over soft drink firms migrating to alcoholic sodas

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Researchers have raised concerns over the raft of soft drinks companies entering the alcoholic soda category. In a deep dive report in The New York Times, drinks analysts outlined how Mountain Dew came full-circle last year when PepsiCo introduced the new alcoholic beverage Hard Mtn Dew, using the youth-oriented brand’s popularity as a launch pad to its alcoholic variant. According to experts, the introduction of Hard Mtn Dew reflects a major change in the alcohol industry and now blurs the lines where ready-to-drink (RTD) beverages reside since the category has now expanded to include hard seltzers, flavoured malt beverages, wine coolers and canned cocktails. Bernstein Research beverage analyst Nadine Sarwat said: “It’s only really in the last three to four years that it’s become a major category.” The discussion followed energy drinks company Monster Beverage rolling out its first line of alcoholic drinks named The Beast Unleashed with commentators from the industry speculating on how these drinks will have an impact on the future of drinking. Pamela Trangenstein, a scientist with the alcohol research group at the Public Health Institute in California, said that the worrying thing about all of these releases is that “the carbonation and sugar content can make it taste like you aren’t drinking alcohol”. Goldman Sachs managing director Bonnie Herzog who analyses the beverage industry, explained how the lifestyle choice of avoiding calories and carbohydrates has been driving down beer’s market share and yet, while drinks companies were vying on winning back people under 30 who are consuming less alcohol than previous generations at that age, the pandemic simultaneously boosted sales of RTD drinks as consumers sought out options they could drink at home. Herzog said: “Health and wellness, variety, convenience — that’s the appeal.” AB InBev and Diageo have invested heavily in this category and, in 2018, Coca-Cola introduced Lemon-Dou in Japan. In 2020, the company paired with Molson Coors Brewing Company to make Topo Chico Hard Seltzers. Last year, Coca-Cola also entered into a deal to produce Fresca Mixed cocktails, Simply Spiked Lemonade and a canned Jack & Coke. During an earnings call on 14 February, Coca-Cola chief executive James Quincey identified how the company's “early alcohol experiments” have led it towards becoming “a total beverage company — everywhere” showing that the soft drinks giant is thirsty for a slice of the next big trend. Comparatively, PepsiCo, which has just Hard Mtn Dew and Lipton Hard Iced Tea, has shown more interest in disrupting the status quo after establishing a wholly owned subsidiary, Blue Cloud Distribution, to oversee its sales and marketing. To comply with the three-tier system, PepsiCo also reportedly licensed Mountain Dew’s brand to the Boston Beer Company and provided it with Mountain Dew flavouring which means PepsiCo is independent from production and can allegedly control distribution.

Molson Coors introduces Staropramen 0.0

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Molson Coors is set to launch Staropramen 0.0, a new alcohol-free lager that has taken the brewing team more than two years to perfect. Speaking to the drinks business, Kathryn Reynolds, marketing controller – premium beers at Molson Coors Beverage Company, said: “The expert Staropramen team has perfected their method of brewing a zero alcohol lager that truly delivers on flavour. The result - Staropramen 0.0 - a full-flavoured Czech pilsner with zero alcohol.” Staropramen 0.0 will roll out in 330ml bottles and multipacks across selected retailers in March and joins Molson Coors’ line-up of alcohol-free brand variants, including: Cobra Zero, Rekorderlig Alcohol Free and Doom Bar Zero. Reynolds told db: As the number of alcohol-free occasions continues to increase, we’re confident Staropramen 0.0 will be a popular choice with shoppers and boost low-and-no alcohol sales in retail. This will help the brand continue its upward trajectory, which has already seen it climb seven places in three years to enter the top 30 lager brands in Great Britain.” Molson Coors outlined how achieving 0.0% alcohol is “significantly more difficult to brew than 0.5%” but stated that Staropramen 0.0 maintains a “subtle sweet flavour and soft malty-fruity aroma”. The beer launch will be supported by a marketing campaign kicking off in March, including digital advertising, paid social media activity and point-of-sale materials to create theatre in-store.

Molson Coors snaps up distribution of Black Cow Vodka

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Molson Coors Beverage Company has announced a new distribution partnership with Dorset-based vodka brand Black Cow. The deal, which will see Molson Coors exclusively distribute the Pure Milk Vodka Company-owned brand variants Black Cow Vodka and Black Cow Vodka & English Strawberries in the UK, will begin from 3 April. Black Cow Vodka, which was co-founded by fifth-generation dairy farmer Jason Barber and his neighbour and friend Paul Archard, is distilled using milk from the dairy farm’s herd of 250 grass-grazed cows. The brand was originally created as part of the farm’s zero-waste policy with the milk being separated into curds and whey and the curds are taken to make cheese while the whey, which would otherwise be discarded, became used to make the vodka. Oliver Berney, chief executive at Black Cow, said: “Molson Coors distribution network and industry knowledge will be invaluable as we look to expand our presence while ensuring that we can remain true to our core values when it comes to quality and sustainability.” Black Cow Vodka, which was previously distributed by Mangrove Global, is set to join Molson Coors’s Beverage Hub spirits portfolio, which also includes: Bandero Tequila, Tarquin’s Gin, Twin Fin Rum and the Miami Cocktail Company brand. Laura Lee, strategy and change director at Molson Coors explained: “Black Cow is a fantastic example of an innovative British alcohol brand that brings something truly unique to the spirits market.Its zero-waste ethos and commitment to quality is perfectly aligned with our own values, making this a natural partnership.” Lee added: “Our Beverage Hub team continues to identify more growth opportunities beyond our beer and cider heartlands and Black Cow complements our expanding premium spirits portfolio. We’re confident that it will prove popular among consumers and help our customers generate more sales.”

More than 2,000 beers destroyed due to ‘Champagne’ infringement

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A shipment of Miller High Life beers has been destroyed by Belgian customs officials after the brand’s slogan “the Champagne of Beers” was identified as “an infringement” on the French fizz’s designation of origin. According to the Comité Champagne, which requested “the destruction of the illicit goods,” the decision was simply an act of being the European protector of Champagne and going to lengths to do what is necessary to defend it from counterfeit products. Charles Goemaere, managing director of the Comité Champagne said: “This destruction is the result of a successful collaboration between Belgian customs authorities and the Comité Champagne. It confirms the importance that the European Union attaches to designations of origin and rewards the determination of the Champagne producers to protect their designation”. The 2,352 Miller High Life cans, sent from brand owner Molson Coors in the US were en route to Germany before they were intercepted in the port of Antwerp. In a statement, Molson Coors Brewing Company said: “Of course, we respect local restrictions around the word ‘Champagne,’ but we remain proud of Miller High Life, its nickname and its Milwaukee, Wisconsin provenance…We invite our friends in Europe to the US any time to toast the High Life together.” For years, the Miller High Life brand has sported its "Champagne of Beers" slogan, however the Comité Champagne explained that use of the word still goes against the protected status of products from the Champagne area of France. Kristian Vanderwaeren, administrator of the Belgian Customs Service, added: "Every year we do thousands of controls on protected designations of origin. It is very important for us to be able to work closely with organizations such as the Comité Champagne. The Comité Champagne helps train our teams and provides information that allows us to identify whether products are genuine or counterfeit. When a counterfeit is detected, as is the case here, we also agree on the decision to destroy these goods and how to get them destroyed.” Molson Coors does not currently export Miller High Life to the European Union and Belgian customs officials have stayed silent on who ordered the beers, but the Comité Champagne did reveal that the German buyer "was informed and did not contest the decision”. Frederick Miller, who founded the Miller Brewing Company in the 1850s and launched Miller High Life as the company’s flagship beer in 1903, has used the slogan the "Champagne of Bottle Beers" since 1906 before it was shortened to "The Champagne of Beers" in 1969. Molson Coors said in a recent statement to the Associated Press: "With its elegant, clear-glass bottle and crisp taste, Miller High Life has proudly worn the nickname ‘The Champagne of Beers' for almost 120 years.” The Comité Champagne additionally confirmed that the destruction was carried out by Westlandia company in Ypres, Belgium on 17 April "with the utmost respect for environmental concerns by ensuring that the entire batch, both contents and container, was recycled in an environmentally responsible manner".

Molson Coors first-quarter results ‘reaffirm’ there is thirst for beer

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Molson Coors Beverage Company has seen its first-quarter sales beat expectations owing to price hikes and sustained demand for beer. The North American brewer, which owns brands including Coors, Staropramen, Carling, Madri Excepcional and Blue Moon as well as recently announcing a distribution partnership with vodka brand Black Cow, has been lifting prices of its products after myriad inflated costs have hampered the industry. The company revealed in its latest statement that “net sales increased 5.9% reported and 8.2% in constant currency driven by favourable price and sales mix offset by a slight decline in financial volume”. Speaking about the results, Molson Coors president and CEO Gavin Hattersley said that the figures “reaffirm our belief that we’ve laid the right groundwork to continue growing sustainably in 2023 and in the future” and explained how Molson Coors has delivered its “eighth consecutive quarter of top-line growth” and increased its “bottom-line on an underlying and constant currency basis by high double digits”. Molson Coors CFO Tracey Joubert added: “While we remain mindful of the dynamic global macro-economic environment and beer industry softness, our first quarter performance coupled with the strong foundation we have laid over the last three years, provide us confidence to reaffirm our 2023 annual guidance. Achievement of this guidance would mark another year of growth on a constant-currency basis – delivering on our goal of sustainable top and bottom-line growth.” According to reports via Reuters, shares for the brewer rose 1% to US$61 in premarket trading and analysts have said carryover price increases from Molson Coors' second round of hikes taken in 2022 are essentially now assisting the company’s fiscal progress during the first quarter. The company saw net sales rise about 6% to US$2.35 billion in the quarter ended 31 March, smashing an estimate of US$2.23 billion, according to Refinitiv. The company, which has also owned Aspall cider brand since 2018, revealed in March that its sales of Aspall Cyder were 50% above the pre-pandemic level following a completed a £16 million investment in the Aspall Cyder House, next to the village of Aspall, as well as a £3m advertising campaign. This year, Molson Coors also unveiled the launch of an alcohol-free variant for its Staropramen lager brand after spending two years perfecting the recipe and has also endured the wrath of the Comite Champagne leading to more than 2,352 of its beers being destroyed at customs due to infringement issues.

Miller Lite campaign causes outrage

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A Miller Lite campaign that addressed the beer industry’s previous representation of women has faced criticism since being recirculated. In what many are calling “woke’ and “tone deaf” in light of the Bud Light’s controversy with transgender TikTok star Dylan Mulvaney, the Miller Lite initiative re-emerged and immediately went viral on social media provoking heated exchanges online among the brand's audience. The advertising campaign, led by Miller Lite owners Molson Coors, was originally created back in March during Women's History Month and sees comedian Ilana Glazer remind the industry that it was women who first brewed beer. During the advertisement, Glazer also pointed out that the way the sector has responded to their historical significance is simply to sexualise them. https://youtu.be/bjThYid_kYQ In the advertisement, Glazer stated: “Here's a little known fact, women were among the very first to brew beer ever. Centuries later, how did the industry pay homage to the founding mothers of beer? They put us in bikinis.” Glazer then added: “To honour this we wanted to acknowledge the missteps in representation of women in beer advertising by cleaning up not just our s***, but the whole industry’s s*** while benefiting the future of women and beer.” The campaign encouraged people to buy up the old sexist marketing materials and send them to Miller Lite so that they could turn them into compost, which could be used to make fertiliser for hops farmers, with the resulting hops being sent to female brewers. In the advert, Glazer said: “There's definitely more s*** out there, in your attic, in your garage, in your parents' basement. Send any s*** you have to Miller Lite and they'll turn that into good s*** too,” before she added: “So, here's to women, because without us, there would be no beer.” The fury over the campaign, which is being torn apart on social media, echoes the Mulvaney controversy only due to the anger it has sparked among the brand’s core male audience who are furious that their favourite beer has been “politicised” with many calling to boycott the brand. Examples include OutKick founder Clay Travis who slammed Molson Coors for the new advertisement, saying it has no idea who actually consumes its products and, following this, newspapers including the Daily Mail referenced the campaign’s advert as a “wokecommercial”. A spokesperson for Molson Coors responded to the claims the advert was woke, telling the newspaper: 'This video was about two things: worm poop and saying women shouldn't be forced to mud wrestle in order to sell beer. Neither of these things should be remotely controversial and we hope beer drinkers can appreciate the humour (and ridiculousness) of this video from back in March." On Monday, Travis tweeted: "Miller Lite saw the Bud Light disaster and decided they needed their own woke beer ad", while Graham Allen, host of the Dear America podcast tweeted: "Did nobody learn from Bud Light's costly mistake? Miller Lite just dropped this woke advertisement!!! When will these beer companies learn????" Despite the 'Bad s*** to Good s***' campaign being released prior to the Bud Light situation, the uproar online for Miller Lite continues with the marketing of the campaign being questioned. Many are still citing the Miller Lite advert as rolling down a similar route to the Bud Light revolt, an issue that shows the vulnerability of big beer in the wake of consumer anger. To put into perspective the magnitude of the impact for AB InBev, US Bud Light sales were down 21.4% following Dylan Mulvaney endorsement. The 'Good s***, bad s***' Miller Lite campaign was spearheaded by an all-female team, and, according to Molson Coors, “continues the brand's work empowering women in beer”. Miller Lite made a name for itself from the 90s for its adverts featuring bikini-clad women such as Pamela Anderson, Sofia Vergara and Tanya Ballinger, but has since taken steps to rectify its 'frat boy' image.   https://youtu.be/Q2Uf7gXduLk  

Heineken eyes light beer opportunity while Bud Light sales wane

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In the wake of AB InBev’s Bud Light brand falling from favour, Heineken is rumoured to be getting behind promoting Heineken Silver in the US. According to reports, Heineken had seen an opportunity in the US market’s light beer category prior to the recent backlash against its Bud Light promotion with transgender influencer Dylan Mulvaney and is set to move quickly this year to win over US consumers. Heineken USA's chief executive Maggie Timoney told Reuters that there is room for the Heineken Silver brand to grow among "premium" lagers and that Heineken plans to win over Americans with more than two million free samples this year, most notably during its partnership with the US Open tennis and as title sponsor of the Las Vegas Formula One Grand Prix The troubled AB InBev, which still currently dominates the light beer category with Bud Light, has seen US sales of the beer brand drop more than 20% since it faced criticism in April. To reduce the backlash, the company is also reported to be buying back unsold Bud Light beers which have passed their expiry date, following news it has also lost its top LGBTQ+ rating from the Human Rights Campaign Foundation. Also falling from favour within the light beer category, Molson Coors has recently endured a backlash from consumers following its Miller Lite campaign which addressed the beer industry’s previous representation of women and faced extreme criticism after being recirculated online. However, despite the opportunities present for Heineken to step in and claim the light beer crown, there are rumblings among industry analysts suggesting that the feat might not be as simple as it seems. For instance, in recent data from Euromonitor International, sales volumes of established light brands have reportedly plummeted at a faster pace than the US beer category as a whole over the past six years due to craft beers and hard seltzers effectively stealing market share. Despite the dip, Euromonitor International revealed that sales of light beers still make up nearly half of the US beer market and generated US$118 billion in 2022. Amidst the prowl for a bigger slice of the US market, the Microsoft billionaire Bill Gates has snapped up a 3.76% stake in Heineken and was cited as having said: “When I end up at something like a baseball game I drink light beer to get with the vibe of all the other beer drinkers." Heineken recently reported higher-than-anticipated profit in 2022 and forecasts a further profit increase for 2023 and revealed operating profit grew 24.0% organically driven by the volume recovery in Asia Pacific and Europe, but not necessarily the US market. Despite Heineken’s bold plans, Euromonitor drinks analyst Spiros Malandrakis has queried the decision and hinted that younger consumers were already looking to other categories, like ready-to-drink cocktails, to replace beer. Malandrakis observed: "This is a bit of a hazy proposition and it's fighting an uphill battle”. Additionally, echoing similar thoughts, Bernstein Research drinks analyst Trevor Stirling said that the Heineken still needed to work at shedding the impression it was a brand that "your Dad or Grandad drank" and, speaking about Heineken Silver, added: "This liquid could have more appeal to US consumers, but it will need a lot of work to get people to reconsider the Heineken brand.”

Asian food trends drive Molson Coors to update Cobra’s packaging

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Molson Coors has revealed a new look for Cobra Beer to help reinforce its reputation for being a perfect pairing with Pan-Asian cuisine. The new ‘graffiti style’ design is the beer company’s response to what it terms “changing consumer tastes” and explained that it had taken guidance following a recent national survey led by research company Opinium. The data revealed that “61% of 18–34 year olds now reported that they were adventurous in trying new cuisines” and this information had directly led to the redesign of Cobra taking this into consideration. According to Molson Coors, the new branding “echoes the demand for contemporary cuisines and dishes that Cobra is designed to accompany - such as Indian, Vietnamese, Chinese, Thai, Japanese, Turkish, Lebanese, and Sri Lankan food”. Speaking to db about the redesign, Lord Karan Bilimoria CBE, founder of Cobra Beer said: “Cobra’s new creative puts the seal on our founding values - to create a beer that is irrefutably good to enjoy with spicy food. Britain’s taste buds are evolving and becoming more adventurous, and there’s an opportunity here for Cobra to sit at the heart of the Pan-Asian food revolution in the UK.” Bilimoria added: “Cobra is firmly on the journey with Britain’s evolving taste buds, and I’m delighted to roll out this new look to give our consumers some food for thought.” The new artwork will support Molson Coors’ latest brand campaign for Cobra titled: “Where There’s Spice, There’s Cobra” and will be rolled out across supermarkets including Tesco, Sainsbury’s, Co-op and Asda, as well as restaurants such as the Giggling Squid, Mowgli and 28,000 independent Pan-Asian restaurants spanning the whole of the UK. Molson Coors additionally pointed out that the campaign will reinforce how Cobra Beer is “brewed to sit neatly between a lager and an ale” and will assist in reminding consumers that “the beer's distinctive low carbonation and smoothness makes it the perfect accompaniment to dishes from around the world”.

Molson Coors to acquire Blue Run Spirits

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Molson Coors has revealed plans to acquire the Kentucky-based craft whiskey and Bourbon company Blue Run Spirits. The deal, which represents another step in Molson Coors’ evolution as a total beverage company while providing Blue Run with resources to continue its growth. Blue Run, which is based in Georgetown, is one of the whiskey industry’s newest entrants since the brand’s launch in October 2020 and the deal marks Molson Coors’ first spirits acquisition. The acquisition of Blue Run additionally boosts the company’s footprint in spirits as it continues to evolve from its storied history as a beer company and premiumise its portfolio. In tandem with the acquisition, Molson Coors has established Coors Spirits Co, an expansion of its existing spirits business, which according to the company will house Blue Run, Five Trail Blended American Whiskey, Barmen 1873 Bourbon and future innovation. According to Molson Coors, this acquisition will more than double the size of the company's spirits team, further supporting its  premiumisation strategy. Speaking about the deal, Molson Coors’ chief commercial officer Michelle St. Jacques said: “Molson Coors has been on a journey to broaden beyond our beer roots and build powerful brands in growing categories, and Blue Run joining us is an exciting next step as we establish Coors Spirits Co." St. Jacques explained: "Blue Run has accomplished in three years what many brands hope to do in a generation and has done it at the luxury end of the whiskey category. Importantly, we are committed to maintaining Blue Run’s well-known quality, design and innovation as we continue to grow our spirits portfolio.” Currently available in 31 states, Blue Run, with its trademark butterfly medallion on the bottle, can be found at retail and on-premise accounts in every region of the U.S and online. In March 2023, Blue Run announced plans to build a distillery in Kentucky. Now those plans will continue as part of the Molson Coors family. In addition, Blue Run has three new whiskies scheduled for a late summer release. As part of the deal, Blue Run’s founders Mike Montgomery, Tim Sparapani, Jesse McKnight and Andy Brown will all remain with the business. Montgomery is set to take on an expanded role with Molson Coors as its vice president of Coors Spirits Co and Jim Rutledge will continue to serve as Blue Run’s distillery consultant and liquid advisor and Shaylyn Gammon will serve as whiskey curator for Coors Spirits Co. Additionally, David Coors will continue to lead Molson Coors’ full-strength spirits strategy and business development as executive chair of Coors Spirits Co. Montgomery added: “Since launching Blue Run, we have always strived to do things a little differently to truly embrace today’s younger, more diverse generation of whiskey drinkers. We are humbled by how the whiskey community has embraced our vision and that Molson Coors wants to join and support us in this journey.”

Molson Coors signs Bartrums contract for Aspall Cyder

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Molson Coors has signed a new five-year deal for its Aspall Cyder brand to be distributed by logistics company Bartrums. The five-year deal is set to see Bartrums, which is currently constructing a new 70,000 sq ft, warehouse at its Suffolk-based headquarters, distributing over 28 million litres of Aspall Cyder and vinegar every year for Molson Coors. The deal will also mean Bartrums will be solely responsible for all the UK outbound transport, factory clearance, storage and co-packing operations for the entire Aspall Cyder brand. Speaking about the new agreement, Molson Coors regional operations director Roisin Carr said: “Aspall is one of Britain’s most distinctive cider brands and one of Suffolk’s best-loved exports. Staying true to our heritage and contributing to the prosperity of the region is key for us, which is why partnering with another established Suffolk business like Bartrums is so fitting.” Carr explained: “We’re excited to be embarking on this new venture with such a like-minded local business. We’ve continued to invest in the Aspall brand and the Aspall Cyder house, and like us, Bartrums is committed to its own growth while maintaining a strong presence in its home county.” Bartrums operations director Tremayne Johnson added: “Aspall Cyder is one of Suffolk’s most recognisable and prestigious brands and we’re absolutely delighted to have been chosen to partner with them on this long-term contract. We’re a family-owned and managed business and pride ourselves on honesty, transparency, and a willingness to respond positively to customer needs. The Bartrum family are choosing to invest in the business they own, and this contract win validates their vision and long-term strategy.” The deal follows Molson Coors making a £13m three-year investment into the Aspall brand as well as supporting it with a multi-million pound marketing campaign and Aspall's first foray into television advertising.

‘Pausing’ Worthington’s White Shield described as ‘a travesty’

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Brewer Molson Coors' decision to pause production of legendary IPA Worthington's White Shield has been described to db as a "travesty". As initially reported on social media by Great British Beer Guide veteran beer writer Roger Protz, who has regularly written about Worthington and Burton brewing history, Molson Coors has said it would now be pausing production of the beer. Beer writer Pete Brown, who has also written many times about the legacy of White Shield and the importance of the brand to British brewing heritage, described the decision to pause production "a travesty" and that the brand should be viewed as a "jewel in the crown" for Molson Coors. Brown said: "This is a travesty. It’s the one and only beer that has continuity from the 19th Century golden age of IPAs to the present. It’s also one of the most complex, beguiling beers in Britain. It is a legend. "If there is any reason to discontinue it, that can only be down to Molson Coors failing to understand the jewel in their crown and not knowing what to do with it. For years, people who aren’t even that into beer have been asking me where they can get it, and why it’s less visible than it used to be. This has nothing to do with changing trends or consumer demand, it is business and marketing incompetence." Molson Coors had put significant investment into the brand around a decade ago, with a focus on Burton brewing history. In 2010, it spent £1m upgrading the William Worthington micro-brewery at the National Brewery Centre at Burton-on-Trent to produce White Shield, which had already proved successful in winning Champion Bottled Beer of Britain — a prize it would win again in 2011. But in 2015 a decision was made to outsource the heritage centre's brewing operation, who bought in an experienced ex-Bass brewer, before the entire National Brewery Centre was closed altogether in 2022. Despite Molson Coors being able to brew White Shield as the brand owners at its main site or elsewhere — as it had previously done in the 2000s — it has now decided to 'pause' the brand. White Shield is widely accepted as an integral part of UK brewing history. It is one of the last surviving brands that stretches back to the 19th century and brewer William Worthington's production at Burton-upon-Trent. The town was chosen as a site for brewing due to the water from Trent Valley springs, which is rich in sulphates, allowing for the malt and hop character of the beers to be drawn out. During the birth of the Campaign for Real Ale and the rise of pasteurised keg and lager beer in the 1960s and 1970s, White Shield was lauded by ale fans as one of very few surviving bottle-conditioned ales, and it managed to continue all the way through to the modern craft beer revolution. It is often referenced by contemporary brewers as the genesis of modern pale ale styles, both in the US and the UK, and playing a critical role in the history of craft beer and a return to bottle-conditioning.

A Molson Coors spokesperson said to db: “We have taken the difficult decision to pause production of Worthington’s White Shield following a change to our normal production route. We recognise that as a heritage brand, with particular connection to the great brewing town of Burton upon Trent, this will be disappointing to those who have enjoyed White Shield for many years. We will continue to explore possible new production routes, but unfortunately the brand will be out of stock for the foreseeable future.

“The Worthington’s brand remains part of our portfolio and fans will still be able to enjoy Worthington’s on draught in pubs, clubs and bars across the UK.”

Molson Coors ups investment in Dwayne Johnson’s ZOA Energy

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Molson Coors has boosted its partnership with ZOA Energy, co-founded by Dwayne 'The Rock' Johnson, Dany Garcia, Dave Rienzi and John Shulman. The move, which sees Molson Coors “strengthen its investment in ZOA” is set to “increase media and marketing to drive incremental sales and expand distribution to international markets”. Speaking about the deal, Dwayne “The Rock” Johnson said: “We founded ZOA Energy to deliver the best quality energy drink formulations to the marketplace. Through innovation and commitment, we’ve created a range of high-quality products that both fuel the daily lives of our customers and taste great. With Molson Coors, a trusted partner that shares our passion for beverages, we can further deliver on that promise to an even wider audience.” Molson Coors chief commercial officer Michelle St. Jacques admitted: “This investment is another meaningful step for Molson Coors and our transformation into a total-beverage company. ZOA is an incredible brand in a growing category, so we’re fueling it with the right resources to scale and accelerate its results to become a bigger player in the energy space.” Molson Coors will continue to be ZOA’s exclusive distribution partner and will assume a presence on its board as part of the deal. Molson Coors and ZOA first initiated a partnership with the launch of the brand in 2021. Today, ZOA is available at more than 42,000 retail locations and more than 160,000 points of distribution across the US and Canada. ZOA recently added two new flavours to its lineup, including: Strawberry Watermelon, and Cherry Limeade. Last year, ZOA reported more than US$100 million in sales and 138% year-over-year growth. With Molson Coors’ expanded minority stake, the company confirmed that “ZOA is now primed to be positioned for further – and aggressive – growth across its retail and direct-to-consumer business” and revealed that “by way of Molson Coors’ expanded stake, ZOA plans to double its media investment in 2024”. The agreement follows Molson Coors’ recent acquisition of Blue Run Spirits, which also complements the company’s “Beyond Beer” strategy as its portfolio expands to include an array of brands in growing categories and new routes to market. Johnson explained: “The entire ZOA family couldn’t be more thrilled with the expanded Molson Coors relationship and the many opportunities for growth this collaboration creates. We’re grateful to play a pivotal role in Molson Coors’ investment into their ‘Beyond Beer’ growth and most importantly, playing a role in the wellness journeys of our loyal and growing consumers as we continue crafting drinks that help them show up as their best selves.” St Jacques added: “We think ZOA is poised to be the next big energy drink brand, and it’s a great example of investing in a brand that’s disrupting a growing category.”

Court denies retrial for US$56 million Molson Coors trademark case

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Beer company Molson Coors must pay Stone Brewing US$56 million after a San Diego court threw out its request for a retrial over trademark breach. Legal representatives for Molson Coors have failed to overturn a judge's ruling that the beer giant must pay rival Stone Brewing a sum of £56 million for a trademark infringement. This week a San Diego court upheld the decision, first made in 2018, that Molson Coors had violated Stone Brewing's trademark rights by using the terms 'Stone' and 'Stones' prominently in its marketing campaign for Molson Coors' Keystone beer product. District Judge Roger Benitez said that Molson Coors was not entitled to a new trial or a court ruling in its favour. The court also rejected Molson Coors' bid to cut or overturn the damages payment. Molson Coors had argued that Stone Brewing was unable to provide sufficient evidence to prove that consumers would be confused by the advertising. Following the decision, a spokesperson for Molson Coors said the company disagreed with the ruling and is "evaluating its options", including a potential appeal. Molson Coors had previously suggested that the legal action was driven not by consumer confusion but by the fact that Stone Brewing owed a US$464 million debt to its private equity investors and needed a way of raising the cash. Sapporo-owned Stone Brewing first sued Molson Coors in 2018 claiming that its use of the term 'Stone' in its marketing caused consumer confusion. It said that Molson Coors had in fact rebranded its Keystone beer product in order to capitalise on consumer goodwill towards Stone Brewing. Part of the rebranding included shortening the beer's name to Stone on its packaging. In March 2022 a jury returned a verdict in Stone Brewing's favour, ordering Moors Colson to pay US$56 million for the breach. "This is a historic day for Stone Brewing, and for the craft beer industry," said Stone Brewing co-founder Greg Koch at the time. "Molson Coors threatened our heritage, but we stood up to that threat. They will put the 'Key' back in 'Keystone', ending their hostile four-year co-op of the Stone name. Cheers to our legions of fans, friends and supporters who believe in the good that craft beer brings. This is your win too." Molson Coors has completed a series of recent acquisitions and investments including snapping up Kentucky whiskey business Blue Run Spirits and ploughing £16 million into UK brand Aspall Cyder, which it bought from the Chevallier Guild family for £40m in 2018. However, it offloaded its Hooch, Reef and Hooper's brands at the start of this year to Global Brands Limited, and shuttered the US arm of  CBD beverage business Hexo last December.    

Could cask learn a little from ‘the Madri effect’?

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The businesses behind marketing cask ale could learn from beer brands like Madri, according to beer writer and author Pete Brown. Leading a talk at the 'Future of Cask' seminar hosted by Cask Marque at Brewers Hall in London this week, Brown explained how much the premium lager category had grown despite other beers struggling to retain high volumes since the pandemic. He pointed out how, despite the struggles that brewers have faced, people's thirst for new beers was still very much alive and, really, it was the marketing that needed to be refreshed. Speaking about the issues cask faces, Brown said: “If we look at premium lager, it’s now 111% of the volume that it was in 2019. This is ‘the Madri effect’ which opened up a new category called ‘Mediterranean lager’.” Making his point by pointing out the inconsistencies in the success of the beer sector, Brown stated that, ultimately, what consumers say they want and what they accept based upon image are very different things. He highlighted how “consumers told us they wanted authenticity, stories, localness and then they go and buy a completely made up brand that pretends to be Spanish and is brewed in Tadcaster in Burton upon Trent”. He added: “It’s very very easy to slag Madri off, given that it’s Carling with added hop extract. But Madri is doing something that is phenomenally right and we need to look at what they are doing right, because cask isn’t doing that well and Madri is.” Following Brown's assertions, the drinks business reached out to Madri owner Molson Coors, but the brewer was unavailable for comment.

Molson Coors ‘moving beyond beer’

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One of the world's largest breweries has said it is 'moving beyond beer' as young consumers look to different types of drinks, including low- and no-alcohol products. The statement was made by its CEO Gavin Hattersley, and comes as the Sober October campaign has commenced, with an increasing number of people looking to drink low- and no-alcohol products on a semi-permanent or even permanent basis. The campaign, to support the charity Macmillan Cancer Support, normally sees tens of thousands sign up for the month long abstinence event, with an even larger pool of people doing it casually — potentially millions of consumer across October. This year, the campaign has launched an online calculator, which highlights the amount of money saved from not drinking, as it looks to utilise the cost of living crisis and not merely the health benefits of abstinence, against a backdrop of so-called 'drinksflation' and higher duty rates. The UK Government is also currently consulting on a definition of alcohol-free, potentially boosting the ABV to 0.5% from 0.0%, which one brewer told db would help with flavour. According to the Portman Group, around one in three people are semi-regular drinkers of low- and no-alcohol goods, although the majority of non-drinkers (58%) have never drunk such a product. But the general movement away from regular consumption of  higher ABV beer has caused one of the world's biggest brewers to reflect. “We’re moving beyond beer, we’re moving into ‘non-alc’ products, whether those are energy drinks, whether they’re non-alcoholic beers,” Hattersley told CNBC. Hattersley said consumers in their 20s are focused on health and wellbeing, and this 'change in behaviour' was playing into the company's overall strategy. The brewer now includes Miller Lite, Topo Chico Hard Seltzer and Coors Lite within its range, and is launching a non-alcoholic version of Blue Moon in time for the annual Dry January campaign, which is similar to Sober October, and promotes a month-long abstinence from alcohol. He said as long as it "tastes good" then consumers will drink the products. This year the brewer has also launched a non-alcoholic version Staropramen — one of its most popular beer ranges. Although the company has attempted to move away from being seen primarily as a brewing operation, even changing its name to the Molson Coors Beverage Co in 2020, it still makes a huge amount of money from beer, and is one of the world's largest brewers including big brands such as Coors, Staropramen, Carling, Madri Excepcional and Blue Moon. Across the UK and internationally there were increases in the number of low- and no-alcohol consumers. Welsh drinkers top the chart as most likely to be semi-regular low or no drinkers, with around a third compared to less than a quarter in 2020. English consumers come in at 32% up from 25%. 29% of Scottish consumers are semi-regular drinkers, up from 27%.

Molson Coors invests £10m in Tadcaster brewery

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Molson Coors is investing £10 million in its Tadcaster brewery in an effort to increase production and efficiency while reducing emissions. The Tadcaster Tower Brewery, which produces beer brands including Carling, Coors, Madri Excepcional and Worthington’s and currently employs more than 100 staff, will see “significant” infrastructure upgrades over the next two years in a bid to increase the brewery’s capacity and make it more energy-efficient. The investment follows the Tower Brewery’s near completion of its new carbon dioxide recovery facility, which will be operational in early 2024. Stephen Moore, director of the Molson Coors brewery in Tadcaster said: “Carbon dioxide is released during the beer fermentation process, but instead of entering the atmosphere, we will soon be able to recover and transfer carbon dioxide within the brewery before it’s purified and compressed into a liquid for storage. From there, it will be turned back into gas to be used in the packaging process, where it will be injected into the fermented product, giving our beer its signature fizz. This will make us more self-sufficient and play an important part in reducing our emissions.” Moore added: “This is a landmark moment in our history, and as we prepare to ramp up production in the months and years ahead, it means we can keep making the nation’s favourite beer brands while reducing our impact on the environment.” Kier Mather, MP for Selby and Ainsty, who recently visited the brewery, added: “Molson Coors is setting a fantastic example in Tadcaster, showing a real willingness to invest for the benefit of its colleagues, the local community and the environment. The new carbon dioxide recovery facility is hugely impressive, and its impact will be even more so. It’s a source of pride that such iconic brands are made right here on our doorstep, using the very latest technology as together we all work towards a net zero future.” Back In 2021, Molson Coors became the first major UK brewer to switch to 100% renewable electricity. This means that all the electricity used to produce the more than one billion pints that Molson Coors makes each year in the UK comes from 22 wind turbines at the Tween Bridge wind farm in South Yorkshire, less than 40 miles from the Tadcaster Brewery. Molson Coors’ global sustainability commitments include reducing carbon emissions across its direct operations by 50% by 2025. Having hit this target four years ahead of schedule, the UK business is aiming to accelerate its pathway to net zero and reach net zero scope 1 and 2 emissions across all UK sites by 2035.

Molson Coors shows macro beer is on the up

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Molson Coors continues to smash expectations. Jessica Mason looks at its how its strategic moves have contributed to its recent ascendency.  Speaking during the company’s fourth quarter earnings call this week, Molson Coors CEO Gavin Hattersley said: “At the start of last year, no one, absolutely, nobody could have predicted what would happen in the beer industry. Since then, we increased our expectations for the full year, not once but twice. In 2023, our global net revenue grew more than 9%, and we grew our bottom line by nearly 37%. These are our highest reported dollar results on record ever, on top of the already impressive results in 2022.” Hattersley pointed out that, despite the headwinds, Molson Coors has managed to deliver profit growth that it had not expected to achieve until 2028. Hattersley revealed: “Every year, for the past three years, our industry has faced challenges. We’ve gotten good at managing them, even when they’re massive enough to permanently alter the beer industry. And every year for the past three years, we have navigated successfully through the challenges. We have delivered against our vision, and we have grown. But growth is not a strong enough word to describe what we achieved in 2023. We’ve set a new baseline for our business, and you don’t need to look any further than our bottom line. In fact, our 2023 underlying pre-tax income was higher than we thought it would be, and frankly, higher than anyone I am aware of said it would be in 2028. So, Molson Coors delivered six years of profit growth, six years of growth in just one year. That focus is a new baseline. We are ready for this moment”. To illustrate the size of the achievement, Hattersley explained: “In 2023, our top five brands around the world drove over two million more hectolitres than they did the prior year. This is like adding the entirety of Blue Moon’s global volume to our portfolio.” Looking at America, Molson Coors has seen a boost in both its distribution as well as its presence in supermarkets with more retailers listing its beers. In fact, this momentum and knock-on revenue spike is what has boosted the business to such great heights and reinforced distributor confidence in listing Molson Coors’ beers. Hattersley confirmed: “In the US, our core brands are growing distribution and space at retail. And we expect to gain significantly more space in the spring. Last year, our brands in the US also grew more share of the on-premise than any other brewer. This includes our core brands, and it also includes growth for Blue Moon. Coors Light and Miller Lite each grew more dollars in the on-premise than Constellation did as a total brewer. I’ll let that sink in for a second. Because of this momentum, we added an incremental US$1 billion in distributor revenue to our network in 2023, and our distributors are just as motivated to grow again this year.” Molson Coors is, crucially experiencing loyalty with its newly-acquired consumers it has inarguably gained from boycotts from previous Bud Light drinkers moving across to its portfolio since the AB InBev brand was scrutinised during recent marketing blunders. The plan now is for Molson Coors to help its drinkers discover and explore the rest of its portfolio. Hattersley admitted: “Perhaps most importantly, the consumers who have come to our portfolio over the past 12 months have stuck with us, and they are more loyal than we have historically seen. So we brought new consumers into our portfolio, we’ve retained our loyal base and our plans for 2024 are designed specifically to bring in even more new consumers and there’s no better place to start than with our core brands.” In terms of its brands, Molson Coors will be boosting Banquet with younger drinkers after its draught lines have been doing well in bars, while there are also plans to get behind Coors Lite and Miller Lite taking advantage of display space in stores. This, it was noted, worked well in the lead-up to the Super Bowl where the brands were snapped up by people looking to take beers home and yet also meant that the brands weren’t limited to fridge and shelf space and could really create impactful floor displays in stores to encourage impulse buys before a big game. Hattersley explained: “We have a lot of runway on Banquet, especially with younger legal age consumers. We gained more distribution in 2023 and grew on-premise draught lines for Banquet by nearly 50% in the fourth quarter alone. So you can expect to see us putting a lot of focus behind Banquet this year, along with Coors Light and Miller Lite. Coors Light and Miller Lite have grown significantly at retail, gaining more dollar share of displays in 2023 than any other beer brand. And that trend has continued in 2024 and with Coors Light, Coors Banquet and Miller Lite growing dollar share of displays by nearly 20% in the four weeks leading up to the Super Bowl.” He insisted: “This is an incredibly important point. And the reason why is quite simple, store shelves and coolers have a finite amount of space. So floor displays represent incremental space and high visibility. This added space also means more days of inventory at retail for our brands. And from a consumer perspective, it means our brands are placed in areas of the store where they’re more likely to sell quickly.” Hattersley did hint that based on the conversations Molson Coors is having with top retailers, he expects to gain “significantly more distribution and space” for the business’s brands in 2024. For the Super Bowl alone, Coors Light was the real winner, hugely bolstered by all of the displays at retail level. As Hattersley explained: “In the four weeks leading up to the Super Bowl, we added an incremental 160,000 display units of Coors Light at retail. During the same time, Coors Light velocities grew by nearly 14%. So not only are we selling much more beer, it’s also selling much faster.” In March, Molson Coors is planning to launch a campaign for Miller Lite which Hattersley says is “some of the best work I’ve seen on Miller Lite in a long time, and that’s a very high bar”. For Molson Coors, the growth of its core brands is not limited to the US and, in other global markets, has “plans to continue the momentum in 2024”. For instance, “in Ontario, Coors Light and Molson Canadian are now the number one and number two beers in the total market, and both brands grew share of the industry in Canada for the full year,” said Hattersley and observed that “Miller Lite, which sells at an above premium price point in Canada continues to grow at a rapid pace with fourth quarter volumes accelerating up nearly 60%”. Plus, Hattersley highlighted how “in Croatia, Ožujsko achieved its highest share levels in recorded history and now holds more than a 50% share of the segment”. In the UK, it was noted that “Carling grew value share versus its competitive set in the fourth quarter” and now that Carling is now the first official beer partner of the Men’s and Women’s FA Cup, the tie-up has offered “significant visibility and relevance for the brand in 2024”. In the fourth quarter, Molson Coors’ EMEA and APAC business “achieved a record high 52% of its net brand revenue at an above premium price point” and, as Hattersley pointed out: “In the UK, Madri Excepcional continued its growth streak” and “in the fourth quarter, Madri was the fastest growing major beer brand in the UK, both by volume and value sales”. Hattersley revealed that “Madri’s volumes grew by 80% for the full year, easily surpassing a million hectolitres” and admitted that “growth like this does not come easy in the beer space, especially in less than three years for a new to the world brand that launched during a pandemic. We have some expansion with Madri, so it should not be a surprise that we have ambitions to scale this brand and expand its global footprint”. Last month, Molson Coors announced that it is launching Madri in Canada, and the product is rolling out onto shelves starting this week. Hattersley added: “We plan to grow this brand thoughtfully in markets where the opportunity and desire are clear. We are starting with Canada and select European markets this year. So that is our focus right now, and we will consider future expansion when the time is right.” In terms of its flavour portfolio, Simply Spiked continues to be “a growth engine” for Molson Coors. Hattersley described how “this brand more than doubled its volume in the US in 2023” and revealed that “Simply Spiked Peach was the number one innovation by volume and dollar sales in the grocery channel” plus, he added: “Simply Spiked is also gaining ground in Canada” after the brand launched nationally less than a year ago. Hattersley explained that, along with brands like Coors Seltzer and Vizzy, Simply Spiked has driven Molson Coors to become the only major brewer growing share of flavour in Canada and revealed that there is a plan to launch “Simply Spiked Lemonade in the US this month”. Hattersley also divulged that, in March, Molson Coors’ “the new-to-the-world innovation Happy Thursday would hit shelves and eCommerce platforms across the US” and stated that the business has “gotten great responses from retailers” and will be supporting both Simply Spiked Lemonade and Happy Thursday with “strong marketing and sampling activations in every region of the country this spring and summer”. Hattersley said that, despite feeling confident based on so much growth and success, Molson Coors would still move forwards into 2024 with an air of caution and admitted, however, that the firm is committed to growth. He concluded: “Are we cautious about the year ahead? Of course. While inflation has come down, there are still plenty of reasons to be wary about the macro environment, but our strong results give us confidence in our ability to deliver in 2024. I know a number of you remain sceptical of our ability to grow this year. We were sceptical in 2022 and also in 2023, but the numbers don’t lie. We delivered what we said we would. So for 2024, here’s what I will say, we are committed to growth.”

Mystery over brewery behind Augusta’s Masters beer

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Despite the best efforts of a wily and determined hack, the source of a favourite beer served during the PGA's Masters Tournament at Augusta has not been found. It is a mystery as old as...a few years. But nevertheless, it is one that has created a huge amount of intrigue around the upcoming golf major championship: who makes the delicious beer served to fans at the Augusta National Golf Club? For years the brew was Blue Moon, brewed by macro-brewery Molson Coors, but this was replaced in 2021 by the Crow's Nest beer, which was named after the infamous clubhouse accommodation for amateurs competing in the tournament. Going on the hunt for the brewery who makes this beer has proved a tricky task, as shown by Golf.com's Josh Berhow, who visited various local establishments in an effort to find the producer. Claiming it tastes like 'the cousin of Blue Moon', it is obviously a Belgian wit beer, although, according to tasters, it does not have the signature orange peel flavour, and instead has a lemony vibe. Pax Summer from Savannah River Brewing Company tells Berhow that it is seeems like "one of the best kept secrets", and beer cicerone Jim Christian says that only two people know where it comes from, "the folks at the (Augusta) National, and whoever is brewing it." So if local brewers and beer experts have no idea where it is made, and by whom, what does Berhow suggest could be the answer? More sleuthing from Golf.com reveals the probable answer, and it goes back, somewhat inevitably, to Blue Moon. The brewers suggest that Crow's Nest could have come from Terrapin Beer Co, located around 100 miles from Augusta. The site was purchased by the formerly named Miller Coors in 2016, and the Coors link seems to be sticking on this issue. Adolph Coors great-grandson Pete Coors is also an Augusta National member, and, of course, the Masters used to serve Blue Moon. So is Crow's Nest a one of a kind, only for Augusta exclusive brew of the Blue Moon recipe with lemon rather than orange? That's a theory. But who knows whether we will ever find out who brews the fan favourite.




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