Europe: Molson Coors extends partnership to distribute Diageo’s beer portfolio in most Central and Eastern European markets

Diageo has extended its partnership with Molson Coors Beverage Company, which will see the latter distribute Diageo’s beer portfolio in most Central and Eastern European markets as of January, the Beverage Daily reported on November 24.

For Diageo, the partnership will help its key beer brands such as Guinness, Kilkenny and Hop House 13 grow further thanks to the strong on-trade and off-trade distribution channels Molson Coors has via its companies in the local beer markets.

The partnership started in April 2021 in the Czech Republic with Pivovary Staropramen - a Molson Coors company.

From January 1, it will add the following Molson Coors companies in Central and Eastern Europe: Kamenitza (Bulgaria), Zagrebačka pivovara (Croatia and Bosnia and Herzegovina), Borsodi brewery (Hungary), Pivovary Staropramen (Slovakia), Apatinska Pivara (Serbia), and Trebjesa brewery (Montenegro).

Michael Holm, Managing Director, Diageo Eastern Europe, said: “We will continue to evolve our route to market strategy and we believe that this cooperation will help us to significantly increase the availability of our beer brands.

"We look forward to the opportunities and growth we can achieve together with Molson Coors in most of the countries in Central and Eastern Europe with our brands and future innovations.”

Guinness is a dark Irish dry stout that originated in the brewery of Arthur Guinness at St. James's Gate, Dublin, Ireland, in 1759. A global success, it is brewed in almost 50 countries, and available in over 120.

Kilkenny is a nitrogenated Irish cream ale, which originated in Kilkenny. Ireland is the primary market for Kilkenny, although it is also growing outside its home market.

Hop House 13 Lager is a double-hopped lager made of 100% Irish-grown malted barley, the distinctive Guinness yeast, and a mixture of Australian and American hops.

Molson Coors says it welcomes the chance to add heritage brands to its beer portfolio in the region.

“We want to expand our portfolio in a way that allows us to premiumize our proposition to our customers, enter new spaces and find partners with the same values as Molson Coors, which are rooted in quality, craftsmanship and heritage,” said Sergey Yeskov, Managing Director Molson Coors CEE.

“We are very excited and proud to distribute these global iconic brands from Diageo in our territories in CEE. We will continue to invest in above-premium products and leverage our national network to bring Guinness, Kilkenny and Hop House 13 Lager, which perfectly complement our great portfolio, closer to our beer lovers across the countries.”

Guinness, Kilkenny and Hop House 13 Lager will join brands such as Kamenitza, Borsodi, Ožujsko, Jelen, Nikšićko Pivo, Staropramen from Molson Coors Beverage Company, and other partner brands like Stella Artois, Beck’s, Corona and Bavaria, starting in January in selected on-trade and off trade locations.

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