Molson Coors has entered into three new partnerships with Jimmy’s Iced Coffee, Lixir Drinks, and Tarquin’s Gin and Twin Fin Rum as part of its Beverage Hub, which is dedicated to beverages beyond beer.
The company will be granted exclusive distribution rights for all three brands from Southwestern Distillery across its established on- and off-site trade networks in Western Europe.
The Beverage Hub is a new division within Molson Coors’ European business unit, aimed at growing the company’s presence in the fast-emerging ready-to-drink (RTD), adult soft drinks and premium spirits sectors. It will help the brewer move beyond cider and beer, and represents “the next phase of our already established wholesale offer to the independent on-trade, where we provide a range of beverages outside our own beer and cider heartlands,” said Jack Daniel, who leads the team.
“The creation of the Beverage Hub is our response to the growing number of consumers reaching for ready-to-drink options, premium spirits and aspirational adult soft drinks and opening up those growth opportunities for our customers,” said Daniel. “Our latest partnerships are with brands that have great-tasting products and founders who have fantastic stories to share that underpin truly distinctive brands”.
In addition to the three new partnerships, the Hub’s portfolio also includes hard seltzer brand Three Fold and partnerships with Bodega Bay and Miami Cocktail Company, which were announced last year.
“Our mission is to provide consumers with the perfect drink for every occasion,” Daniel added. “Through the Beverage Hub, we now have the capability to bring a wider offer to our managed retail and off-trade customers as well.”
Molson Coors will aid UK-based Jimmy’s Iced Coffee with distributing its entire plastic-free range. Jimmy’s co-founder Jim Cregan said the partnership will give the brand “the chance to reach places, fridges and people we’ve not been able to due to our limited resources as a small business”.
The company will also support London-based Lixir Drinks, which creates mixers using natural ingredients, with its rollout across the UK, following its success in Northern Ireland in 2020. “It’s great to be partnering with Molson Coors to get our products into the hands of consumers across the UK and Ireland,” said Matt Mahatme, co-founder of Lixir Drinks. “We’re really looking forward to introducing more consumers to our product range, which are big on flavour, low in calories and contain absolutely no artificial ingredients.”
Meanwhile, Molson also inked a long-term partnership with Cornish spirits company Southwestern Distillery to distribute its products (including Tarquin’s Cornish Dry Gin, Tarquin’s Rhubarb and Raspberry, Tarquin’s British Blackberry Gin and Twin Fin Rum) across the UK and Western Europe. The deal will allow Southwestern to grow “further into UK retail and expand export beyond our existing 25 international markets,” said Tarquin Leadbetter, Southwestern’s founder and master distiller.
© FoodBev Media Ltd 2021
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