E-Malt.com News article: 2119

Brazilian company, Cervejarias Kaiser Brazil, S.A. ("Kaiser") has started rolling out its direct sales activities throughout the Sao Paulo region as a result of a recently concluded agreement with FEMSA, the Coca-Cola franchisee that operates in Sao Paulo state, the parent company, Molson Inc. posted on January 28. The sales activities will be driven by approximately 600 newly recruited sales employees dedicated exclusively to the Kaiser beer portfolio. As a result of the recent agreement with FEMSA, Kaiser takes on the responsibility of training and managing these sales people who for the most part have beer sales experience. These people will cover more than 100,000 points of sales throughout most of the Sao Paulo region. FEMSA, the Coca-Cola franchisee, will continue to be responsible for the logistics and distribution of the Kaiser products. "Historically, the Sao Paulo region has been important for both the Kaiser and Bavaria brands and the region represents approximately 30% of the brewer's sales volume. Therefore, this agreement with FEMSA is key to Kaiser rebuilding its brand presence and market share in the region," explained Robert Coallier, President and CEO of Cervejarias Kaiser.

Over the recent months, Kaiser has implemented sales organizations in six regions: Campinas, Recife, Salvador, Fortaleza and Goiania and Rio de Janeiro. Through these sales efforts, Kaiser now manages approximately 1,200 experienced sales people dedicated to its beer portfolio. These agreements demonstrate the evolution of Kaiser's relationship with the Coca-Cola bottlers and are designed to strengthen the value of the beer proposition within the Coca-Cola distribution system.

Cervejarias Kaiser Brazil, S.A. is a subsidiary of Molson Inc., one of the world's largest brewers of quality beer with perations in Canada, Brazil and the United States. A global brewer with $3.5 billion in gross annual sales, Molson traces its roots back to 1786 making it North America's oldest beer brand. Committed to brewing excellence, Molson combines the finest natural ingredients with the highest standards of quality to produce an award-winning portfolio of beers including Molson Canadian, Molson Export, Molson Dry, Rickard's, Marca Bavaria, Kaiser and Bavaria.


30 January, 2004