Heineken, Molson Coors Sign US Import Agreement For Sol Beer
Brewing companies Heineken and Molson Coors have signed a joint agreement for importing, marketing and distributing Sol beer in the United States, according to PR Newswire.
Sol beer, which is part of the Heineken portfolio, will continue to be brewed in Mexico, but it will now be imported into the United States by Molson Coors's US division, MillerCoors.
The companies say that this agreement will allow both brewers to focus on portfolio growth, while increasing investment in North America.
"As far as Mexican beers go, Heineken USA is fantastically positioned with two strong brands in Dos Equis and Tecate. This effort helps focus our current portfolio, while accelerating Sol in the short and long term," said Marc Busain, president of Heineken America.
Mark Hunter, president and CEO of Molson Coors, added, "Given the steady growth of the Mexican import segment in the US over the past few years, the addition of Sol represents a key addition to our portfolio."
"We are excited to be offering consumers even greater choice with the addition of Sol, and are confident we can grow the beer based on the brand's strong equity and the added reach of MillerCoors's national distribution network."
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.