Molson Coors signs new “beyond beer” partnerships
Molson Coors Beverage Company has announced it has entered into three new partnerships that grant the beverage company exclusive distribution rights for Jimmy’s Iced Coffee, Lixir Drinks and Tarquin’s Gin and Twin Fin Rum from Southwestern Distillery across its established on- and off-premise trade networks in Western Europe. The three partnerships were revealed as part of the launch of Molson Coors’ Beverage Hub, a division within its European business unit which the beverage giant says is dedicated to growing markets such as ready-to-drink beverages, adult soft drinks and premium spirits. “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,” says Jack Daniel, who leads the team. “Our latest partnerships are with brands that have great-tasting products and founders who have fantastic stories to share that underpin truly distinctive brands.”
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