Molson Coors Canada Expands Marketing Partnership with Heineken
On August 18, 2014 At 2:15 pm
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TORONTO, ON – Molson Coors Canada has announced has it has extended and expanded its marketing partnership with Heineken N.V., signing a new multi-year agreement that will see Molson Coors representing five additional brands from the Dutch company’s international portfolio.
Having already represented Heineken, Murphy’s, Newcastle and Strongbow in Canada for a number of years, Molson Coors will also assume the rights to market and sell Dos Equis, Sol, Tecate, Birra Moretti and Desperados as of 2015.
“We are excited that Heineken has chosen us to take on the stewardship of their full portfolio of brands in Canada,” said Stewart Glendinning, CEO and president of Molson Coors Canada, in a statement. “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.”While these additional brands are not new to many Canadian beer drinkers, bringing them into the same fold as the other Heineken brands is a win for Molson Coors, as it gives them a larger portion of the imported beer segment that makes up 14% of the overall market in Canada, with sales increases of more than 4% over the past year.