From Crop to Consumption

Molson Coors inks three beyond-beer partnerships in Western Europe

Molson Coors 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-premises 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 dedicated to building the company’s growing portfolio of brands in emerging, fast-growth categories 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,” said 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.”

The addition of Jimmy’s, Lixir Drinks and Tarquin’s to the Beverage Hub portfolio follow Molson Coors’ launch of the hard seltzer brand Three Fold and partnerships with Bodega Bay and Miami Cocktail Company, announced last year.

The Beverage Hub is a key part of the company’s efforts to broaden its portfolio beyond beer and cider across the globe and represents “the next phase of our already established wholesale offer to the independent on-trade, where we provide a range of beverages outside our own beer and cider heartlands,” Mr Daniel said.

“Our mission is to provide consumers with the perfect drink for every occasion,” Mr Daniel says. “Through the Beverage Hub we now have the capability to bring a wider offer to our managed retail and off-trade customers as well.”