Dutch brewer Bavaria has selected Molson Coors to manage the sales, marketing and distribution of majority of its portfolio in the UK.
Molson Coors UK will distribute Bavaria Premium, Bavaria 0.0%, Hollandia, Hollandia Import and Claro in both the off- and on-trades.
The brands, which will continue to be produced in the Netherlands, join Molson Coors' portfolio which includes Coors Light, Cobra, Carling, and Staropramen.
Bavaria UK managing director Rob Page said: "The UK is a key market for Bavaria where we see significant opportunity to grow our brands.
"Through Molson Coors, we now have access to its salesforce, customer marketing team and industry-leading route to market capability.
"We are very proud of where we have taken the Bavaria brand in the UK. This partnership allows us to springboard the brand to the next level to fully realise its potential."
Owned by Swinkels Family Breweries, Bavaria exports 65% of the beer it produces to more than 120 countires.
Bavaria, which employs about 1,000 people globally, is the largest independent brewery in the Netherlands.
The company produces over 6 million hectolitres of beer per year with net turnover of more than €400m.
Image: Bavaria plans to expand its brands in the UK. Photo: courtesy of Bavaria.