News Published on 27 Nov, 2009
Revised trading agreement for Draught Magners
Filed by Shaun Weston
Molson Coors Brewing Company (UK) Ltd and C&C Group plc have agreed in principle to enter a revised five-year contractual arrangement that retains Molson Coors’ exclusive rights to distribute Draught Magners in the England and Wales Free On Trade (FOT).
It’s intended that C&C Group will have the distribution rights for Scotland and Multiple On Trade (MOT) from 1 January 2010.
In 2008, Molson Coors entered into an agreement with the C&C Group to act as exclusive distributor for Draught Magners in the UK (exc Northern Ireland) on-trade. Following completion of the acquisition by the C&C Group of the Irish, Northern Irish and Scottish assets of AB InBev, both parties have agreed to revisit the existing arrangement in order to enable Molson Coors to leverage its brand-building capabilities and extensive retail access in the FOT and give the C&C Group responsibility for the distribution of Draught Magners in Scotland and the MOT.
Tony Gibbons, director of sales Molson Coors (UK), said: “Molson Coors (UK) track record in creating effective brand-building partnerships and strong routes to market were key to C&C Group’s choice of exclusive partner in developing draught Magners in the UK.
“We’ve demonstrated our ability to deliver distribution growth in the UK Free On Trade and as a result have introduced Draught Magners to thousands of customers and consumers and taken the brand into 17% distribution in that market place. We look to build on this momentum under the new agreement.”
Source: Molson Coors (UK)