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Molson Coors & Fever-Tree establish strategic partnership in US
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Wednesday, 05 February, 2025, 14 : 00 PM [IST]
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London, UK
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Molson Coors’ non-alc portfolio is already off to a fast start in 2025, the company announced a new strategic partnership with Fever-Tree, the world’s leading supplier of premium carbonated mixers and drinks.
Starting February 1, 2025, it will assume exclusive commercialisation rights to the brand’s award-winning lineup of tonics, ginger beers, mixers and more in US and will be responsible for production, marketing, sales and distribution of the brand in US.
The deal supports the company’s expansion into total beverage while positioning it to capitalise on the growing, above premium mixer space with Fever-Tree, a known leader with proven strength.
Gavin Hattersley, CEO, Molson Coors, said, “Our strategic partnership with Fever-Tree in US is a meaningful step in Molson Coors’ journey to becoming a total-beverage company with a winning portfolio of drinks for a wide variety of consumer occasions. We’ve made progress here, and today we are building on that progress in a significant way with Fever-Tree as the latest and largest non-alc brand to join our portfolio. The US is our biggest global market by revenue, and the same is true for Fever-Tree, so we believe this partnership provides ample opportunity for our teams to build on the strong success Fever-Tree has achieved to date. Our customers have been asking for a brand just like Fever-Tree from us. By leveraging the scale, strong relationships and expertise of our team at Molson Coors, I’m confident in the road ahead for Fever-Tree as part of Molson Coors’ growing set of non-alc offerings in US.”
Michelle St. Jacques, chief commercial officer, Molson Coors, said, “Fever-Tree is the perfect fit for our growing portfolio of non-alc beverages. The quality is unmatched, the variety is fantastic, and the brand has achieved impressive scale in US and we believe there is more runway ahead. Fever-Tree sits at the intersection of beer and non-alc and is often available in stores where beer is sold, so it perfectly complements our Beyond Beer and premiumisation strategies, playing in both alcohol occasions and non-alc occasions. We’re excited to welcome Fever-Tree into our portfolio as we work to reach more consumers and unlock growth in new channels and outlets across US.”
Underpinning the partnership and reflecting its long-term focus and belief in the opportunity, Molson Coors has agreed to acquire an 8.5% stake in Fever-Tree Drinks PLC, resulting in Molson Coors becoming Fever-Tree’s second largest shareholder globally.
Tim Warrilow, CEO, Fever-Tree, said, “Today’s announcement marks a transformational step for the Fever-Tree brand in the US and is not only a reflection of how far we have come since first entering the market in 2008 but also how the opportunity ahead for the brand continues to grow. With a distribution network of their scale and muscle, proven track record, supply chain expertise and clearly stated strategic desire to drive the future of their business beyond beer, we believe Molson Coors is the ideal partner to take the Fever-Tree brand to the next level across the US.”
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