United Kingdom: Coors to celebrate change of its name by special beers from ‘The Premium Collection’

UK’s Coors brewery has adopted the name of Molson Coors Brewing Company, the Publican published on March, 31.

The change of name is effective from March, 31.

Spring 2009 will see the launch of ‘The Premium Collection from Coors’, a selection of beers, wines, ciders and spirits seemingly brought into to compete with other wholesalers’ similar product ranges – such as Mathew Clark’s Icon product list.

The Premium Collection includes champagne beer Kasteel Cru, wheat beer Grolsch Weizen, and bottle-conditioned ale Worthington’s White Shield among other drinks.

They will be available through Coors new online ordering system Coors Direct, as well as conventional channels.

Coors free on-trade sales director Steve Ellis said: “We have listened and collaborated with our customers, consulted category experts from across the industry and drawn on the expertise of our existing relationships with major brand owners. We believe this range can add value to the consumer offer in today’s challenging market place, ultimately driving incremental profit for our customers businesses.”

The change of name, which will not have any effect on trading, has been done to “clearly signal our company’s parentage”, according to chief executive Mark Hunter. The company formed when Canadian-based Molson Inc and Colorado’s The Adolph Coors Company merged in 2005.

01 April, 2009