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CANADA: Molson Coors seals extended Heineken distribution deal

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Molson Coors has agreed a “multi-year” deal with Heineken to handle five more of the Dutch brewer's brands in Canada.

Molson Coors will handle five extra Heineken brands in Canada from January next year

Molson Coors will handle five extra Heineken brands in Canada from January next year

Under the agreement, Molson Coors' Canada unit will take on the rights to market and sell Dos Equis, Sol, Tecate, Birra Moretti and Desperados from January, 2015. The US and Canada-headquartered firm already handles the Heineken brand, Murphy’s, Newcastle Brown Ale and Strongbow in Canada.

Birra Moretti is currently handled by a "small independent agent", while the other brands are distributed by Sleeman, a Heineken spokesperson told just-drinks. 

Molson Coors pointed to a growing appetite for imported beers among consumers in the country. The extra Heineken brands will help it “address this trend”, the company said.

Stewart Glendinning, Molson Coors Canada's CEO & president, said: “We have had a valued partnership with Heineken in Canada for many years and, as always, we will remain focused on building the Heineken portfolio of brands through strong marketing support, investment and innovation.”

Financial terms of the agreement were not dislcosed. 

As part of the deal, Molson Coors has also agreed to extend an agreement over Heineken’s distribution of its Coors Light brand in Ireland. The length of the extended deal was not disclosed.

In February, Molson Coors relinquished the distribution rights to the Grupo Modelo portfolio in Canada. Molson Coors received CAD70m (US$67m) in compensation from Anheuser-Busch InBev, which has taken the brands in-house following its US$20bn acquisition of the Mexican firm last year.


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