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Home | News | Marketing | MillerCoors takes on Sol in the USA

MillerCoors takes on Sol in the USA

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Heineken gains distribution, Molson Coors brand strength

10-year deal to import, market and distribute brand

Sol is to rise up on American bars and supermarket shelves come this autumn. Heineken and Molson Coors have agreed a 10-year deal to have Molson Coors’ US division MillerCoors import, market and distribute the Mexican lager.

Sol has been imported by Heineken USA since 2004, and from 2010 has been part of Heineken’s global portfolio following the Dutch brewery’s acquisition of Mexico’s Femsa.

The agreement is being described as a win-win by the signatories. Heineken gains enhanced sales, marketing and especially distribution muscle from MillerCoors taking over the brand; conversely MillerCoors gains a Mexican lager with a brand reputation that matches up against import beer brand leader Corona.

Heineken Americas president Marc Busain commented, “as far as Mexican beers go, Heineken USA is fantastically positioned with two strong brands in Dos Equis and Tecate. This effort helps focus our current portfolio, while accelerating Sol in the short and long-term.”

Molson Coors president and CEO Mark Hunter characterised the agreement as fruits of its recent acquisition of SABMiller’s share of MillerCoors.

“This agreement clearly demonstrates the added speed and flexibility that comes with being the single owner of the US business, which allows us to quickly capitalise on strategic opportunities like this.”

Upon completion of the 10-year term, Heineken will have the opportunity to reacquire the import rights and responsibilities for Sol.

In addition to Dos Equis and Tecate, Heineken USA also imports Amstel Light, Newcastle Brown Ale, Indio, Carta Blanca and Bohemia brands. And, of course, Heineken and Heineken Light are imported from the Netherlands.

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