Canada: Molson Coors extends partnership with Heineken in Canada

Molson Coors Beverage Company has announced has it has extended its partnership with Heineken N.V. in Canada, signing a new multi-year agreement to continue representing brands from the Dutch company’s portfolio for the Canadian marketplace, the Canadian Beer News reported on November 10.

The deal will see Molson Coors continuing to manage distribution and sales of Heineken Original, Heineken 0.0, Sol, Strongbow, Birra Moretti, Tecate, Dos Equis, Murphy’s Stout, and Newcastle Brown Ale in Canada until 2025. Molson Coors will also continue to collaborate with Heineken Canada on promotion and advertising of the brands.

“Being local stewards to these iconic global brands is a responsibility we don’t take lightly,” said Martin Coyle, Chief Commercial Officer for the Molson Coors Canada, in a statement. “They are beloved all over the world, and it’s up to us to continue to build their relevance and to grow their share in Canada.”

“We are pleased to extend our long-standing partnership with Molson Coors that dates back as far as 1991,” added Laurent Delmouly, Managing Director of Heineken Canada. “Throughout these years, our companies have built a strong relationship based on trust and a common strategic vision. We are confident in the capability of Molson Coors to leverage its strong position in the Canadian market.”

10 November, 2020