E-Malt.com News article: 2806

Canadian brewing force, Molson Inc. announced on June 17 that it had signed a multi-year agreement with Independent Liquor, a leading Australian and New Zealand drinks company that will market and sell A Marca Bravara, a golden lager brewed in Brazil by Cervejarias Kaiser. This marks the beginning of the second phase in building the international presence of the Brazilian-bottled beer, after the successful launch in Canada in the Summer of 2003.

"Less than a year ago, Molson identified the export market as a short term priority and a means to maximize the value of the existing business and further build shareholder value. The underlying strategy is to build international volume in a small number of markets through local relationships," explained Peter Amirault, Senior Vice-president Innovation and Business Development. He continued: "Extensive market research on a selection of Molson brands was done in several international markets and it confirmed the immediate appeal of the Brazilian-produced lager brewed by Cervejarias Kaiser. Both New Zealand and Australia were among the markets that showed immediate promise and we are entering these markets in partnership with Independent Liquor, a successful alcoholic beverage manufacturer and marketer and the largest ready-to-drink player in New Zealand and one of the largest in Australia."

With a combined population of 23.6 million, Australia and New Zealand are attractive new markets for Bravara, a premium import, that will benefit from the fact that in both these countries the import/premium segment is the fastest growing segment within the beer category. Roger Smith, Australasian Sales Director of Independent Liquor explained: "Imports have been showing strong growth and we are very excited by the launch of Bravara. With its unique packaging, great taste and Brazilian imagery we are confident the beer will rapidly become a favourite of Australian and New Zealand beer drinkers".

Rebranded "A Marca Bravara" for the Asian and European markets, the easy- drinking blond lager, is expected to benefit from the exoticism that surrounds Brazil and the Rio de Janeiro region. True to its heritage, the brand will be brewed in Brazil and shipped to Australia and New Zealand. Initial orders have already arrived in market with an official launch target of July 1st. Based on pre-launch orders alone, the business is already well on track to significantly exceed its year 1 volume targets.

Independent Liquor is an alcoholic beverage manufacturer and marketer. Its major business is in its own RTD (ready-to-drink alcoholic beverage) brands but it also produces its brands of beer, liqueurs and spirits. The company was founded in 1987. It is privately owned and operated with a turnover in excess of US$300 million.

Molson Inc. is one of the world's largest brewers of quality beer with operations in Canada, Brazil and the United States. A global brewer with $3.5 billion in gross annual sales, Molson traces its roots back to 1786 making it North America's oldest beer brand. Committed to brewing excellence, Molson combines the finest natural ingredients with the highest standards of quality to produce an award-winning portfolio of beers including Molson Canadian, Molson Export, Molson Dry, Rickard's, Marca Bavaria, Kaiser and Bavaria.


18 June, 2004