New name, new range for Coors

Coors will be known as the Molson Coors Brewing Company from today as the brewer re-brands itself to reflect its parentage.

The change was accompanied by the company’s announcement of a new range of premium products due to launch this spring, which covers a selection of beers, wines, ciders and spirits.

It is thought that ‘The Premium Collection from Coors’ has been developed to strengthen the company’s wholesale offer in line with its wholesale competitors.

The new wine range will include a Sancerre rosé, a Gavi de Gavi and a Mourvèdre from South Africa, together with a selection from leading Champagne houses.

On the spirits side, the collection features Tanqueray Ten gin, Grey Goose vodka and Hennessy XO cognac. Meanwhile, the premium beer arm is bolstered by a number of speciality products, including Kasteel Cru, Grolsch Weizen and Worthington’s White Shield.

The Premium Collection will be available through the company’s existing order channels, as well as Coors Direct, a new online service also launched this month.

Steve Ellis, on-trade sales director for Coors, explained the motivation behind these changes, saying: “We believe this range can add value to the consumer offer in today’s challenging market place, ultimately driving incremental profit for our customers’ businesses.”

Commenting on the name change, CEO Mark Hunter highlighted that the move was designed “to clearly signal our company’s parentage”. The company has existed in its present form since 2005, when the US-based Adolph Coors Company merged with the Canadian brewer Molson Inc.

Gabriel Savage, 31.03.09