Molson Coors has redesigned Snows packaging for the UK market

Molson Coors has redesigned Snow's packaging for the UK market

Molson Coors has signed a distribution deal that will bring the world's biggest selling beer by volume, Snow, to the UK.

The agreement, with Chinese brewer China Resources Snow Breweries, gives Molson Coors the exclusive UK sales, distribution and marketing rights to Snow. The beer will be available for wholesale distribution from 11 January, a Molson Coors spokesperson told just-drinks today.

China Resources Snow Breweries acquired sole ownership of Snow after a joint-venture with SABMiller to handle the brand was ended last year. The divestment followed SABMiller's sale to Anheuser-Busch InBev.

Under the JV, Snow beer, which was first launched in 1994, overtook Budweiser as the world's biggest selling beer by volume despite the vast majority of its sales coming from just one country - China. The brand has many extensions, however the UK will only see one, a premium version of the beer that is brewed in China and exported. Molson Coors UK said it plans to target the ethnic restaurant sector.

China Resources Beer and the world's largest beer brand, Snow - The facts

Molson Coors has redesigned the Snow bottle for the UK market in collaboration with CRSB. The label features traditional Chinese characters and imagery and is designed to make a strong visual impact on shelves and in fridges, Molson Coors said.

China Resources Snow Breweries is a subsidiary of China Resources Beer Co. Snow accounted for around 90% of CRB's total sales volumes in H1 results released in August.