UK – American multinational drink and brewing company, Molson Coors has divested its three alcohol brands to independent drinks company Global Brands, for an undisclosed amount.
According to the company, the acquisition of the Hooch, Hooper’s, and Reef trademarks will give Global Brands freedom to grow them “in a way that aligns with the company’s vision”.
Hooch, Hooper’s, and Reef join the expanding Global Brands portfolio–which includes VK, 1 Franklin & Sons, All Shook Up, Shake Baby Shake, Beviamo, Kick Energy, Lustre, and Amigos Tequila Beer.
The brands–which, under license from Molson Coors have been produced and distributed by Global Brands since 2012–will now form part of its owned portfolio. Global Brands are the biggest branded supplier of packaged cocktails to the UK Off Trade (by volume).
Steve Perez, chairman, and founder of Global Brands said: “This will allow us to invest further into the brands with the added security of owning the equity. This deal will reinforce Global Brands’ position as the leading independent producer of RTD brands in the UK”.
“We have lots of ideas for innovation and look forward to sharing these with the trade and consumers shortly. We have enjoyed a fantastic supportive relationship with Molson Coors over the years and look forward to continuing working closely together through their route-to-market team.”
Moving forward, Molson Coors export and license EMEA and APAC managing director, Nino Beneta noted that his team will focus on a select portfolio of key international brands such as Coors, Staropramen, Carling, Madri Excepcional, and Blue Moon.
Recently, Molson Coors exited both the ready-to-drink and CBD beverage categories, after ending ties with Philadelphia-based La Colombe, which decided to combine this RTD business with its bagged coffee and cold brew coffee multi-serves.
The Chicago-based brewer ended its partnership with Truss CBD USA, claiming no near-term pathway to federal legalization and “uncertainty in the market” for cannabis products.
However, the company, in September 2022, marked an expanded partnership with Coca-Cola, especially in RTD drinks with the launch of Topo Chico Spirited, the third drink to be introduced by the beverage makers since they first joined in 2020.
The RTD cocktails will be made with 100% real spirits, including premium tequila from Mexico, and feature familiar cocktails common on bar and restaurant menus across the country. Molson Coors will produce, distribute and market Topo Chico Spirited.
The companies also have a line of ready-to-drink spiked lemonades based on Coca-Cola’s refrigerated juice brand Simply.
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