Market research
Molson Coors is to take over distribution of Staropramen in the UK after it agreed to cut short an agreement with current distributor Carlsberg.
Molson Coors took over the Staropramen brand in 2012
The brewer, which bought Staropramen's Czech producer Starbev in 2012, will handle UK sales, distribution and marketing for the brand from 28 December, it said today. "Molson Coors UK has agreed the early termination of the distribution agreement as it continues to pursue its ambition to become first choice for consumers and customers," a company spokesperson told just-drinks.
Under the agreement, Molson Coors will make Staropramen available to its direct free-trade customers from 31 July.
Carlsberg's UK unit said the new agreement "represents excellent business sense for us" and that Staropramen accounted for a "very small proportion" of its sales.
"With this sale concluded, we can now look to invest further to grow our current world beer portfolio," it said.
Financial terms of the agreement have not been disclosed.
Sectors: Beer & cider
Companies: Carlsberg, Molson Coors
