UK: Molson Coors launches Different World Drinks Co

By just-drinks.com editorial team | 15 May 2009

Following a trial in the on-trade last year, Molson Coors UK has this month launched the Different World Drinks Company.

The company, a team of 11 "beer specialists", aims to promote beer to a number of premium bars and retailers.

The brands available through the Different World Drinks Co include Kasteel Cru, Grolsch Weizen, Dos Equis, Blue Moon, White Shield and Zatec.

Sharon McMenamin, general manager for the Different World Drinks Company, said: "Our service offer is different in that we are route to market neutral and aim to ensure that our brands are successfully seeded with consumers, creating demand for products that enhances our customers' retail margins.

"We will be working with retailers on a range of initiatives including beer and food matching opportunities, beer menus, consumer tastings and events, as well as supplying bar staff training, sampling courses and branded glassware".

Regional marketing activity will focus on Liverpool, Edinburgh, Glasgow, Manchester, Birmingham, London, Leeds, Newcastle and Bristol.

Sectors: Beer & cider

Companies: Molson Coors, Grolsch