Heineken Ireland and Molson Coors to extend Coors Light relationship

Heineken Ireland and Molson Coors Brewing Company have extended their working relationship on Coors Light in the Irish market until December 2014.

The new deal forms part of a wider international agreement between Heineken NV and Molson Coors.

Heineken Ireland has managed the Coors Light brand in Ireland since 1995. During this time Coors Light has continuously out-performed the market and it is now the number Four lager brand in Ireland and the number One lager bottle in the on-trade [AC Nielsen MAT September 2010].

“The brand is in strong growth as a result of a clear consistent strategy and on-going heavyweight investment in the brand,” explained David Moore, Senior Brand Manager for Coors Light, “Coors Light is a star performer in a declining lager market”.