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Molson Coors launches Beverage Hub for beyond-beer beverages Molson Coors has entered into three new partnerships – with Jimmy’s Iced Coffee, Lixir Drinks and Tarquin’s Gin & Twin Fin Rum – as it launches a Beverage Hub division dedicated to building beverages beyond beer.
Molson Coors will gain exclusive distribution rights for Jimmy’s Iced Coffee, Lixir Drinks and Tarquin’s Gin and Twin Fin Rum from Southwestern Distillery across its established on and off-premise trade networks in Western Europe.
They join Molson Coors’ own hard seltzer brand Three Fold, and partnerships forged in 2020 with Bodega Bay and Miami Cocktail Company.
7th April 2021
Molson Coors Beverage Company has launched its Beverage Hub, a dedicated team to support its increasing portfolio of brands in emerging, fast-growth categories. It has also announced three new distribution partnerships as it continues to expand its footprint beyond the beer aisle.
The new 15-strong Beverage Hub team, led by Director Jack Daniel, will focus on building independent partnerships with new brands in key sectors, like Ready-to-Drink (RTD), adult soft drinks and premium spirits, supporting their growth through Molson Coorsâ established on- and off-trade networks across Western Europe. The move follows the companyâs re-brand to Molson Coors Beverage Company in 2019, as it looks to broaden its portfolio beyond beer and cider.
The drinks giant has signed up to sell and distribute Jimmy’s Iced Coffee
Molson Coors is moving into iced coffee, spirits and mixers, with a trio of new distribution deals.
The drinks giant, which embarked last year on a major push outside of its beer heartlands, has signed up to sell and distribute Jimmy’s Iced Coffee, Lixir Drinks and Southwestern Distillery’s Tarquin Gin and Twin Fin Rum brands.
It will distribute Jimmy’s and Lixir to the on and off-trade nationally. Southwestern, meanwhile, it will sell in the UK and western Europe.
Jimmy’s founder Jim Cregan said the deal “gives us at Jimmy’s the chance to reach places, fridges and people we’ve not been able to due to our limited resource as a small business”.
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