Molson Coors Brewing Company and Compaía Cervecerías Unidas (CCU) have formed a new partnership to launch two iconic American beers in Chile. Both internationally recognized Coors Light and the brewer’s newest offering, Coors, will be available across the country beginning in early 2015.
"Molson Coors is focused on delighting the world's beer drinkers and to this end we're pleased to be partnering with CCU to bring the most refreshing and legendary beers to Chile's growing premium beer market," said Kandy Anand, president and chief executive officer of Molson Coors International. "With CCU's vast knowledge of the market and world class distribution system, we look forward to making Coors Light and Coors household names throughout the country, and spreading the reach of our international brand portfolio."
The introductions of Coors Light and Coors to the Chilean market are part of a larger brand expansion strategy for Molson Coors Brewing Company. In addition, the launch of these two American imports is a response to the country's expanding beer industry, which has seen steady growth since 2009. In 2014, sales of Premium International beer brands represented an estimated 19 percent of Chile's total beer industry (source, Nielsen).
"We are excited to work with Molson Coors to expand CCU's portfolio and introduce two great, authentic American beers to the Chilean market," says Hugo Ovando, general manager of CCU's Beer Division. "The beer industry in Chile has shown impressive growth over the past five years, and we believe our partnership with Molson Coors Brewing Company is well timed to appeal to the growing number of Chilean import beer drinkers. This partnership also further establishes CCU's reputation as one of the region's leading beverage distributors, focused on delivering the highest quality products to Chile's consumers."
The two beers allow consumers to not only enjoy Molson Coors' most established global brand, but also a fresh, new brand that is a modern interpretation of the legendary American taste first introduced in 1873. In honor of the Coors brand launches and to celebrate the company's new partnership with CCU, Pete Coors, great-grandson of brewery founder Adolph Coors and chairman of Molson Coors Brewing Company, will be visiting Chile this week.
Coors Light was born in Colorado's Rocky Mountains and is brewed at 1 degree Celsius to make a crisp, cold and refreshing lager. Known as The World's Most Refreshing Beer, Coors Light is currently enjoyed in close to 50 countries around the world, making it one of the top five fastest growing global beer brands.
Boasting malty and fruity notes, Coors distinguishes itself with the highest-quality ingredients and a longer aging process. The well-balanced beer is a new take on the legendary Coors-style lager that Adolph Coors first brewed 140 years ago. Its great taste pays homage to the tradition and heritage of the Coors name, highlighting the same passion for quality and authenticity of the original brew.
Through CCU's distribution, the brands will be available at supermarkets, convenience stores and on premise accounts throughout the country. Both Coors Light and Coors will be available in 12-ounce bottles (as well as 12-ounce cans for Coors Light) that feature cold-activated mountain labels showing when the beer is at a perfect temperature to enjoy. Coors Light and Coors will be available for purchase on January 12, 2015.
