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Molson Coors readies Colombia launch of Coors Light

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Molson Coors has lined up the roll-out of its Coors Light brand in Colombia.

Molson Coors will export Coors Light to Colombia

Molson Coors will export Coors Light to Colombia

The company confirmed to just-drinks late yesterday that it has partnered with Central Cervecera de Colombia to import the beer in the country. Coors Light will be available nation-wide in both the on- and off-trade.

"Colombia is one of the most attractive markets in Latin America," said Central Cervecera de Colombia's president, Mauricio Medina. "Our goal is to activate the premium and light categories, in order to reach consumers with products that offer new options..."

Colombia's beer market, which is dominated by SABMiller's Empresarial Bavaria division, stands at 21m hectolitres, according to CCC. In 2014, the light segment grew by 10% in the country, hitting 5.6m hectolitres.

Set up a year ago, Central Cervecera de Colombia is a joint venture between Chile's Compañía Cervecerías Unidas and domestic drinks firm Postobón. CCU is part-controlled by Heineken, with the JV holding exclusive rights to produce and handle Heineken's products in the country. 

In May, Anheuser-Busch InBev made a craft brewer play in Colombia, acquiring Bogotá Beer Co for an undisclosed sum.


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