Australia & New Zealand: Lion confirms distribution partnership on Pacifico and Negra Modelo with Grupo Modelo

Lion confirmed on September, 5 its partnership with Grupo Modelo will be expanded to include the distribution of the Pacifico and Negra Modelo beers in the Australian market, TheShout reports.

The deal was first reported as possible in May, after the Coopers-owned Premium Beverages ruled itself out of contention for the brands.

Managing director of Lion Beer, Spirits & Wine Australia, James Brindley said: "Pacifico and Negra Modelo are highly differentiated Mexican brews that will complement Lion’s portfolio and continue to add great product diversity in niche on and off premise channels and Mexican specialty venues."

Garry Hastings, general manager, Modelo Oceania Region said: "Pacifico and Negra are both great brands that give Lion the opportunity to leverage the wave of interest in all things authentically Mexican.

"Both brands are 100 per cent brewed and bottled in Mexico and will appeal to consumers who are seeking easy drinking, yet distinctive flavour profiles," he said.

Lion expects to receive stock available for order from December 2012.

05 September, 2012