E-Malt.com News article: 3506

Canada’s largest brewery, Molson Inc., announced on October 21 it has entered into a licensing agreement with Independent Liquor, a leading alcoholic beverage manufacturer and marketer in Australasia, to introduce Carling brand of beer in New Zealand and Australia.

"This announcement is another demonstration of Molson's international strategy and the plan to build on the strength of the company's brand assets in new markets abroad," explained Peter Amirault, Senior Vice-President Innovation and Business Development. "We wanted to expand efforts behind the Carling brand and this marks a first step in that direction. Independent Liquor's impressive business performance with the launch of A Marca Bravara in New Zealand and Australia last July made it a partner of choice to introduce the Carling brand. Independent Liquor's distribution network efficiency and strong brewing capabilities will be a significant factor in the future success of the Carling brand in these markets."

The original Carling brewery dates back to 1840 in Canada. Carling is a light, clean-tasting blond lager with a subtle hint of hops. Today, brand ownership is divided geographically amongst a number of brewers and the brand's combined volume across all of its markets makes it one of the 20 largest brands in the world. Molson owns the rights to the Carling brand in more than 85 countries.

Roger Smith, Australasian Sales Director of Independent Liquor explained: "We are excited to bring a new premium international brand to the Australia and New Zealand marketplaces. We believe its clean taste, premium packaging and reputation will be embraced by consumers in Australia and New Zealand."

Independent Liquor is an alcoholic beverage manufacturer and marketer. Its major business is in its own RTD (ready-to-drink alcoholic beverage) brands but it also produces its brands of beer, liqueurs and spirits. The company was founded in 1987. It is privately owned and operated with a turnover in excess of US$300 million.

Molson Inc. is one of the world's largest brewers of quality beer with operations 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 , A Marca Bavaria, Kaiser and Bavaria.


24 October, 2004