UK – Molson Coors has signed an agreement with China Resources Snow Breweries (CRSB), which gives the brand exclusive rights to distribute Snow beer to the UK market.

Snow’s main market is China, and CRSB claims it is the highest-selling beer by volume in the world.

“Consumers’ tastes are continuing to diversify which makes the beer market more exciting than ever

As drinkers become increasingly knowledgeable about beer, they demand greater choice to allow them to explore a range of flavours and styles,” said Phil Whitehead, managing director of Molson Coors UK and Ireland.

“At Molson Coors, we believe this is a reflection of the general societal shift towards spending on experiences and, in part, the continued food revolution that has been taking place in the UK over the past 10-15 years.”

According to FoodBev, Molson Coors had also announced that Sergey Yeskov, currently chief sales and customer excellence officer of its Canada unit, has been promoted to the role of president and CEO of Molson Coors international, effective January 2018.

Yeskov led the Molson Coors Croatia and Bosnia business to sustained share and profit growth before transferring to Molson Coors Canada in 2016.

Yeskov is succeeded in his role at by Andrew Stordeur, currently vice president of sales in Milson Coors Canada’s west region.

“As a commercial leader with proven results and an innate understanding of what is required to achieve our first choice ambition, Sergey is a valuable addition to the MCBC Enterprise Leadership Team,” said Molson Coors CEO Mark Hunter.

The 5% ABV lager will be sold in 330ml bottles to which Molson Coors already distributes beers such as Singha, Cobra and Coors Light in the UK.