In tandem with this it has also announced three new distribution partnerships in its expansion beyond beer in the Irish on- and off- trades.
The new 15-strong Beverage Hub team led by Beverages Director at Molson Coors Beverage Company in Western Europe Jack Daniel will focus on building independent partnerships with new brands in key sectors like Ready To Drink, adult soft drinks and premium spirits, supporting their growth through Molson Coors’ established on- and off-trade networks across Western Europe.
The move follows the company’s rebrand to Molson Coors Beverage Company in 2019 as it looks to broaden its portfolio beyond its beer and cider heartland.
The launch of the new team comes as Molson Coors agreed exclusive new distribution partnerships with three brands: Jimmy’s Iced Coffee, Lixir Drinks and Tarquin’s Gin and Twin Fin Rum from Southwestern Distillery.
This follows the launch of its own Hard Seltzer brand Three Fold and the partnerships with Bodega Bay and Miami Cocktail Company announced last year which will sit alongside the new brands in the Beverage Hub.
“Our mission is to provide consumers with the perfect drink for every occasion,” said Jack Daniel, “The creation of the Beverage Hub is our response to the growing number of consumers reaching for Ready To Drink options, premium spirits and aspirational adult soft drinks and opening up those growth opportunities for our customers.
“Our latest partnerships are with brands that have great-tasting products and founders who’ve fantastic stories to share that underpin truly distinctive brands.
“This is a milestone moment for us and marks the next phase of our long-term plan to ensure we’re offering choice in line with new consumer tastes to drive our customers’ growth while also continuing to grow our core portfolio in the beer and cider category.”