American brewer Molson Coors is to buy Staropramen maker StarBev and its nine breweries in central and eastern Europe for $3.5bn (£2.2bn).
The Denver brewer is betting on a vibrant region once the economic crises subsides in the European Union.
“The central and eastern European beer market is attractive, with strong historical trends and upside potential as the region returns to its pre-economic-crisis growth rates,” said president and chief executive Peter Swinburn.
StarBev had sales of about $1bn last year, brewing more than 11m barrels of beer.
The company, which also brews Bergenbier, Ozusko and Borsodi beers, is owned by funds advised by CVC Capital Partners and StarBev management.
A deal for StarBev would help Molson Coors put its brands, such as Carling, into the hands of beer drinkers in central and eastern Europe.
To read the full article, visit The Guardian.
Molson Coors, the beer company and distributor behind Grolsch and Carling, has launched an online marketing drive for its newly formed Animée brand which includes, amongst other initiatives, a new Facebook page aimed at attracting the “crucial” female sector.
The page includes a wall where the brand welcomes discussions and comments from customers and Facebook users. It has also posted regarding the dresses worn at this week’s Oscars – an attempt to engage with its female customers. Added to this, there is also information on their female orientated beer as well as an image gallery showcasing their three product flavours: Clear Filtered, Zesty Lemon and Crisp Rosé.
The brand launched in July 2011 and is the brewer’s first expansion into the female lager market. They are also running a number of offline promotions such as sampling activity across Tesco and Morrisons supermarkets and Toni&Guy hair salons as well as a number of participating bars getting an ‘Animée’ themed makeover .
To read the article in full, please visit Marketing Magazine.
Fast Web Media has helped Molson Coors Brewing Company with the launch of their new beer brand by building a new website for the company.
Animée is a light, low calorie beer aimed at women in the 18-35 age bracket, and it is being promoted in the build-up to Christmas with a nationwide tour and online competition.
The Hurray for Animée sampling tour will visit offices around the country, while users can log on to the Fast Web Media-created website to win prizes.
All they have to do is tell Animée their ‘Hurray for Today‘ moment and they could win 1 of 5 Animée Party Kits worth over £100.
Fast Web Media built the site to function as both a mechanism for the competition and a means to promote the new beer, putting across its unique brand message.
The site features information on Animée Beer, a gallery of photos from the Hurray for Animée national tour and a map with outlets from which the beer can be bought.
Molson Coors has launched the first advertising for Animée, the new beer it is targeting at women.
The outdoor campaign, created by VCCP Blue, is part of a £2m investment in marketing the brand. The ads aim to dispel the perception among women that all beers look and taste the same.
Under the tagline, “Hurray for Animée”, the ads feature photography by German fashion photographer Norbert Schoerner.
Kristy McCready, Molson Coors’ communications partner, said the campaign was “feminine and sophisticated”.
She added: ‘Animée is the result of an extensive research programme that looked at why women in Britain aren’t reaching for beer. The result is a new beer unlike others in the category, which we hope will break down these barriers.’
To read the full article, visit Marketing Magazine.
Carling’s 14-year sponsorship of the Football League cup could end next year after the governing body for Championship, League One and Two clubs said it was talking to other brands about taking over.
Molson Coors’ exclusive negotiating period has ended without agreement to extend the current three deal, believed to have been worth £20m, beyond this season’s competition. It is thought that the two have failed to agree a price.
Molson Coors is keen to stress that it remains in talks with the Football League and will continue to focus on backing this year’s tournament. The beer brand recently launched a bid to broaden its appeal with new positioning, packaging and a sub-brand, to try and boost sales.
To read the full article, visit Marketing Week.
Molson Coors is talking to agencies about its Worthington’s and Caffrey’s brands ahead of a relaunch of both beers.
Agencies have been contacted by ISBA, which is acting as intermediary in the process, ahead of a pitch for the business.
The move follows the brewer’s decision to launch new brand identities for Worthington’s and Caffrey’s. Molson Coors recently hired Landor Associates to develop new visual identities for both products.
Molson Coors, which also owns the Carling and Grolsch brands, has not backed either brand with recent advertising support and does not retain agencies for the beers.
Nathan Haigh, the ales brand director at Molson Coors, said: “With Caffrey’s and Worthington’s we’re looking to bring a new, fresh approach to the ales category from two of its best known brands. As part of that, Molson Coors continually reviews its roster of marketing agencies so we always have the best match.”
For the full story, visit Campaign.
Molson Coors has unveiled new brand identities for its Worthington’s and Caffrey’s ale brands, as it looks to strengthen its share of the market.
The brewer hired branding agency Landor to create the new visual identities, both of which launch in the UK this month.
Worthington’s, which claims to be Britain’s oldest ale, will be packaged in simpler black and cream cans, although it will retain its shield motif.
The established date of 1744 has been made more prominent and packs will feature the strapline “Ales of character”.
Caffrey’s, meanwhile, has been redesigned to “re-engage a lost generation of ale drinkers” who have moved on to rival brands. The blue, silver and green cans have been replaced with an entirely dark green pack design to emphasise its Irish heritage.
To read the full article, visit Marketing Magazine.
Molson Coors is working with a “small number” of pub chains to launch its female-friendly Animée beer brand, and Carling Chrome.
The new brands, launched last week, will be in pub outlets from 22 August — although details of the pub chains stocking the products are currently under wraps.
Molson Coors chief executive Mark Hunter admitted “we are prepared to fail” with the new launches, but said the category urgently needs the boost the innovation will bring.
The company aims to re-invigorate the beer category and return the sector to growth by 2020.
To read the full article, visit Morning Advertiser.
Molson Coors have revealed plans for a £7m repositioning of flagship brand, Carling.
The lager brand will undergo wholesale changes which will include a refreshed visual identity, aluminium bottle packaging, new product development and a strategy based on the new positioning ‘Refreshingly and brilliantly British’.
Carling hope that changes will transform the brand into a 2 billion pints-a-year brand by 2014, boosted by the launch of a premium variant, Carling Chrome.
Chris McDonough, Marketing Director, Molson Coors for UK and Ireland, said: “The Carling rebrand will be delivered according to a five-point plan, which will include new communications, a new premium visual identity, innovative new packaging, innovative new products and a long term vision & strategy.”
The new, re-branded Carling will launch in August.
Carling owners, Molson Coors have announced plans for the launch of its new premium lager, Carling Chrome.
As part of Carling’s £7m repositioning, which includes the new strapline “Refreshingly and brilliantly British”, Carling Chrome will be positioned as a the lighter tasting premium sub-brand of its master brand.
The new unisex targeted beverage is vital to the long term strategy of Carling.
Molson Coors UK and Ireland Marketing Director, Chris McDonough, said: “Our aim is to bring Carling back to being a proud category leader, through a new brand repositioning and the launch of Carling Chrome.”