CCU, Molson Coors partner
American-style lagers to tempt Chileans from January
Compania Cervercerias Unidas and Molson Coors are entering into a partnership to introduce American-style light lagers in CCU’s home Chilean market. Beginning this month Coors Light and a new Coors formulation will be rolled out across the country.
The impetus is an expanding thirst for premium beers in Chile. The new partners cite Nielsen research that has premium international beer brands accounting for 19 per cent of the Chilean beer market.
Hugo Ovando, general manager of CCU’s beer division, commented, “The beer industry in Chile has shown impressive growth over the past five years, and we believe our partnership with Molson Coors Brewing Company is well timed to appeal to the growing number of Chilean import beer drinkers.
“This partnership also further establishes CCU’s reputation as one of the region’s leading beverage distributors, focused on delivering the highest quality products to Chile’s consumers.”
The new Coors is described as a ‘well-balanced’ beer benefitting from a longer aging process and boasting malty and fruity notes.
Through CCU’s distribution network the American imports will be made available at convenience stores, supermarkets and on-trade accounts throughout Chile.
CCU is jointly controlled by Quinenco, a Luksic family holding company; and by Heineken through Inversiones y Rentas. CCU employs more than 7,500 people and in 2013 it produced 21.9 million hectolitres of beverages, including beer.
In November CCU announced plans to enter the Colombian beer market, partnering with soft drinks manufacturer Postobon. Beer brands are to be imported initially but the joint venture has ambitions to build a greennfield brewery in the country.