BURTON-UPON-TRENT, England--(BUSINESS WIRE)--Molson Coors UK has announced the acquisition of ‘Rekorderlig UK’ from Manchester based Chilli Marketing Brands Ltd. The acquisition gives Molson Coors UK the exclusive rights in the on- and off-trade to distribute, sell and market the full Rekorderlig portfolio across the UK, Ireland and the Channel Islands.
Rekorderlig UK will operate as part of the Molson Coors UK group of businesses and its employees will continue to lead sales and marketing operations for the Rekorderlig portfolio. Both the brand and the people complement the Molson Coors UK business, bringing considerable knowledge of the cider category and expertise in growing premium brands in the UK market.
Rekorderlig is a premium cider brand in strong growth in the UK market and this acquisition is another milestone in Molson Coors UK’s commitment to invest for growth by creating greater choice for customers and consumers.
Premium fruit packaged cider is a category which is continuing to grow at a rapid pace, outperforming the broader alcohol market for the last five years, and accounting for four percent of the beer and cider market. Now worth £2.7 billion, the cider market is expected to grow to £3.7bn by 2018*.
Molson Coors remains committed to the ‘Beautifully Swedish’ philosophy and values of the Rekorderlig brand and wants to preserve the unique culture and special appeal that the brand has with cider drinkers.
Following the recent addition of Staropramen, the Rekorderlig brand will join Molson Coors UK’s premium portfolio, contributing to the continued strong performance and growth plans for the wider premium category.
Frederic Landtmeters Managing Director for Molson Coors UK & Ireland comments: “Molson Coors is a recognised brand-builder with a successful track record of brand partnerships across the world. Rekorderlig has demonstrated incredible success in the cider category and we will look to invest in Rekorderlig UK and the brand to fuel incremental growth and category development.
We are committed to the ‘Beautifully Swedish’ philosophy and values of the Rekorderlig brand and want to preserve the unique culture and special appeal that the brand has with cider drinkers.”
Gareth Whittle, Joint Owner and Managing Director, Chilli Marketing comments: “It is fair to say we are very proud of what Chilli have achieved with Rekorderlig to date. The brand has already demonstrated incredible growth, but there is still so much potential that lies ahead.
We truly believe that Molson Coors UK offers the opportunity for the brand to achieve its full potential in this market and through this acquisition, Rekorderlig will accelerate onwards to the next stage of greatness.”
Rekorderlig Cider will continue to be brewed at the cider’s family owned fourth generation brewery in Vimmerby, Sweden, where it has been brewed since its first creation in 1999.
Notes to editors
*CGA On-Trade Value MAT 18/4/15 & Nielsen Off-Trade Value MAT 20/6/15
About Molson Coors Brewing Company
Molson Coors Brewing Company is one of the world’s largest brewers. The Company’s operating segments include Canada, the United States, Europe and Molson Coors International (MCI). The Company has a diverse portfolio of owned and partner brands, including signature brands Coors Light, Molson Canadian, Staropramen and Carling. Molson Coors is listed on the Dow Jones World Sustainability Index, the most recognised global benchmark of sustainability among global corporations. For more information on Molson Coors Brewing Company, visit the company’s web site, www.molsoncoors.com.
In the UK and Ireland, Molson Coors has close to 2,000 employees and breweries in Burton upon Trent, Tadcaster, Burtonwood, Sharp’s brewery in Rock, Cornwall and Franciscan Well in Cork, Ireland. It has a market share of around 20% of the UK beer market and a portfolio that includes Carling, the UK's best-selling lager for three decades, Coors Light, Cobra, Grolsch, Doom Bar, Worthington's, Caffrey's, Singha and a range of speciality beers.
This press release includes estimates or projections that constitute “forward-looking statements” within the meaning of the U.S. federal securities laws. Generally, the words “believe,” expect,” intend,” anticipate,” “project,” “will,” and similar expressions identify forward-looking statements, which generally are not historic in nature. Although Molson Coors Brewing Company (“MCBC”) believes that the assumptions upon which its forward-looking statements are based are reasonable, it can give no assurance that these assumptions will prove to be correct. Important factors that could cause actual results to differ materially from MCBC’s historical experience, and present projections and expectations are disclosed in MCBC’s filings with the Securities and Exchange Commission (“SEC”). These factors include, among others, our ability to successfully integrate Rekorderlig UK into our existing operations in the United Kingdom; impact of competitive pricing and product pressures; changes in legal and regulatory requirements; our ability to maintain brand image, reputation and product quality; and other risks discussed in our filings with the SEC, including our Annual Report on Form 10-K for the year-ended December 31, 2014, which are available from the SEC. All forward-looking statements in this press release are expressly qualified by such cautionary statements and by reference to the underlying assumptions. You should not place undue reliance on forward-looking statements, which speak only as of the date they are made. We do not undertake to update forward-looking statements, whether as a result of new information, future events or otherwise.