Canada: Molson and Heineken renew distribution agreement

Molson and Heineken are pleased to announce a renewal of their Agreement to market, sell and distribute the Heineken brand in Canada, CCNMatthews reported May 1.

The multi-year Agreement further strengthens the existing Molson and Heineken relationship in Canada which has developed over the past two decades. Both Molson and Heineken are committed to building the Heineken brand in Canada through increased investment in the brand and continued innovations.

"As a world-class beer - and the most popular European import sold in Canada - Heineken represents an important part of Molson's brand portfolio," says Mark Hunter, Chief Commercial Officer at Molson. "Molson is proud to leverage its extensive marketing and brand-building expertise in the Canadian market in support of Heineken's top-quality products and we are very proud and pleased to be extending our partnership with Heineken, and look forward to doing business under this new agreement."

In Canada, Heineken brand volumes enjoyed double-digit growth, reaching 400,000 hectolitres in 2006. The imported beer segment makes up 10.3% of the overall beer market in Canada and has experienced thriving sales of approximately 10% per annum, owing to Canada's escalating interest in imported beers.

About Molson

With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson is proud to be the nation's preferred brewer. The Company proudly offers the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry and Rickard's. Molson Canada also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft, Foster's Lager and Tiger. Molson employs 3,400 Canadians and operates six breweries, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson is part of the Molson Coors Brewing Company.

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