Transfer of exclusive distribution rights for Staropramen in the UK
Carlsberg and Molson Coors have reached agreement for the transfer of the exclusive distribution rights for Staropramen in the UK. Molson Coors will commence exclusive distribution from 28th December 2015; Carlsberg will continue to sell Staropramen, as distributor, to its customers until the 27th December 2015. As a part of the agreement Molson Coors will be able to make Staropramen available to their direct free-trade customers from 31st July 2015.
Carlsberg has agreed a deal with Molson Coors for the transfer of the exclusive distribution rights for Staropramen in the UK. Under the terms of the deal Carlsberg can continue to sell Staropramen to its existing customers in the UK on and off-trade for the remainder of this year, until 27 December 2015.
James Lousada, chief executive officer, Carlsberg UK, commented: “This deal represents excellent business sense for us. We are proud of the performance we have delivered on the Staropramen brand since we secured the licence four years ago but it represents a very small proportion of our overall sales. Our priority in the World Beer category is San Miguel, which has seen a phenomenal volume growth of 105% over the past five years, complemented by a wider World Beer portfolio which includes Poretti and Mahou.
“With this sale concluded, we can now look to invest further to grow our current World Beer portfolio, focusing on super premium lager Mahou and Italian beer, Poretti, whilst continuing our wider focus on core brands Carlsberg and Carlsberg Export, Somersby cider and flavours, and our range of craft and speciality beers.”