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UK: Coors launches Premium Collection

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Coors Brewers has launched a 'Premium Collection' of beers, wines, spirits, ciders and soft drinks, aimed at supporting independents in the UK on-trade.

The company said today (30 March) that it has sourced a range of wines, taking recommendations UK wine merchants that include; Sancerre Rosé, Gavi di Gavi and Mourvedre.

In addition, brands such as Tanqueray Ten Gin, Grey Goose Vodka, Fever Tree mixers and Hennessy XO Cognac, will join Coors' on-trade offering for independents, alongside beers including Kasteel Cru, Grolsch Weizen, Zatec and Worthington's White Shield.

Coors sales director for the free on-trade, Steve Ellis, said: "We have listened and collaborated with our customers, consulted category experts from across the industry and drawn on the expertise of our existing relationships with major brand owners.

"We believe this range can add value to the consumer offer in today's challenging market place, ultimately driving incremental profit for our customers businesses."

The Premium Collection will be shown at three trade events across the UK in April and May.

Last week Coors Brewers launched a multi-million pound UK business, BitterSweet Partnership, in a bid to target beer towards women and "break down the barriers" between the female population and beer.


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