Bavaria strikes Molson Coors distribution deal for the UK

Molson Coors UK has taken on the UK rights to brands from the Dutch brewer Bavaria.

It will distribute the company’s Bavaria Premium, Bavaria 0.0%, Hollandia, Hollandia Import and Claro in the off- and on-trades.

Production of the brands will stay in the Netherlands.

The beers join a Molson Coors portfolio that includes Carling, Staropramen, Coors Light and Cobra.

Rob Page, ‎managing director of Bavaria UK, which has handled sales of the brands in-house until now, said: “The UK is a key market for Bavaria where we see significant opportunity to grow our brands.

“Through Molson Coors, we now have access to its salesforce, customer marketing team and industry-leading route to market capability.

“We are very proud of where we have taken the Bavaria brand in the UK and this partnership allows us to springboard the brand to the next level to fully realise its potential.”

Bavaria bought the Belgian brewer Palm last month.