Europe: Molson Coors inks three beyond-beer partnerships

Molson Coors Beverage Company said today it has entered into three new partnerships that grant the beverage company exclusive distribution rights for Jimmy’s Iced Coffee, Lixir Drinks, Tarquin’s Gin and Twin Fin Rum across its established on- and off-premise trade networks in Western Europe. 

The three partnerships were revealed as part of the launch of Molson Coors’ Beverage Hub, a division within its European business unit dedicated to building the company’s growing portfolio of brands in emerging, fast-growth categories such as ready-to-drink beverages, adult soft drinks and premium spirits.

“The creation of the Beverage Hub is our response to the growing number of consumers reaching for ready-to-drink options, premium spirits and aspirational adult soft drinks and opening up those growth opportunities for our customers,” says Jack Daniel, who leads the team. “Our latest partnerships are with brands that have great-tasting products and founders who have fantastic stories to share that underpin truly distinctive brands.”

The addition of Jimmy’s, Lixir Drinks and Tarquin’s to the Beverage Hub portfolio follow Molson Coors’ launch of the hard seltzer brand Three Fold and partnerships with Bodega Bay and Miami Cocktail Company, announced last year.

The Beverage Hub is a key part of the company’s efforts to broaden its portfolio beyond beer and cider across the globe and represents “the next phase of our already established wholesale offer to the independent on-trade, where we provide a range of beverages outside our own beer and cider heartlands,” Daniel says.

“Our mission is to provide consumers with the perfect drink for every occasion,” Daniel says. “Through the Beverage Hub we now have the capability to bring a wider offer to our managed retail and off-trade customers as well.”

Here’s a look at the three new partnerships:


Jimmy’s Iced Coffee
Molson Coors will support the rollout of British iced coffee brand Jimmy’s Iced Coffee across the U.K., distributing its entire plastic-free range, including Jimmy’s Iced Coffee Original and Mocha, and the Jimmy’s Iced Flat White lineup in 250-mililiter cans to on-premise and select off-trade customers. It also will distribute Jimmy’s Coffee Cola in a 275-mililiter glass bottle.

Molson Coors also will explore international opportunities for the brand using its broader network.

Jimmy’s co-founder Jim Cregan says the partnership will give the brand “the chance to reach places, fridges and people we’ve not been able to due to our limited resources as a small business.”


Lixir Drinks

Molson Coors signed a separate partnership deal with London-based premium tonic water and mixer brand Lixir Drinks to support the brand’s rollout across the U.K. following a successful trial in Ireland and Northern Ireland last year.

Lixir, which is available now in 16 countries, has a portfolio of mixers made with natural ingredients, including tonic waters in flavors such as Classic Indian, Refreshingly Light, Rhubarb & Ginger, Elderflower & Lemon, and Blood Orange & Cinnamon, as well as a ginger beer, ginger ale and soda water.

 “It’s great to be partnering with Molson Coors to get our products into the hands of consumers across the U.K. and Ireland,” says Matt Mahatme, co-founder of Lixir Drinks. “We’re really looking forward to introducing more consumers to our product range, which are big on flavor, low in calories and contain absolutely no artificial ingredients.”


Tarquin’s Gin & Twin Fin Rum

Molson Coors also inked a long-term partnership with Cornish spirits company Southwestern Distillery, to distribute its line of spirits across the U.K. and into Western Europe. Southwestern, which makes Tarquin’s Cornish Dry Gin, Tarquin’s Rhubarb and Raspberry, and Tarquin’s British Blackberry Gin, as well as Twin Fin Rum, already has collaborated with Molson Coors’ nearby Sharp’s Brewery in Rock on the limited-edition Tarquin’s Hopster Gin.

The deal will allow Southwestern to expand its brands “further into U.K. retail and expand export beyond our existing 25 international markets,” says Tarquin Leadbetter, Southwestern’s founder and master distiller.

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