E-Malt.com News article: 2922

Canada, Montreal: Molson Inc. announced on July 6 it has signed a multi-year agreement with Halewood International, an independent UK-based drinks distribution company, to introduce a new Brazilian beer, A Marca Bravara, in the UK.

"The export market is a priority as Molson wishes to build the international presence of its brands and maximize the potential of the brewing operations. Market research identified both the appeal of an easy-drinking Brazilian lager and the fascination of the UK market with a golden and exotic beer imported from South America," explained Peter Amirault Senior Vice-President Innovation and Business Development. "Once the decision was made to enter the UK market, we selected Halewood International because of their impressive business performance in the beverage industry to-date and their internal culture of building brands with both the on and off trade. We're confident that Halewood International will put A Marca Bravara right into the hands of our target market."

With Brazil tipped as the trend for 2004 for everything from fashion to food, the Brazilian lager produced in the Rio de Janeiro region arrives in the UK this summer. Part of a proud brewing heritage which dates back to 1877, A Marca Bravara is meant to be enjoyed in true Brazilian tradition - ice cold so that its unique refreshing taste can be truly appreciated.

The launch of A Marca Bravara in the UK has been strategically timed to capitalize on the growing consumer demand for premium imported beers, as well as the current boom in authentic Brazilian culture being experienced in the UK. In the summer of 2003, the same super premium Brazilian lager was successfully introduced to the Canadian market under the name A Marca Bavaria, where it has rapidly become one of the top selling packaged super-premium lagers.

Halewood International officially launched A Marca Bravara at bar.04 (the U.K. Bar Show) on June 8 and 9 in London. The Bravara Beach Bar was the ideal venue to introduce and sample A Marca Bravara, enjoy great music and experience a taste of Brazil complete with a sandy beach.

Richard Clark, Marketing Controller at Halewood International adds: "There's never been a better time to launch a Brazilian beer in the UK. Halewood International is known for new innovation and championing the next big thing - A Marca Bravara will fit into our brand portfolio perfectly. The extremely positive consumer and trade response to our official launch at the bar.04 speaks to the huge potential for A Marca Bravara in the UK."

Halewood International specializes in innovative drinks for both male and female 18-30 year olds. While they are category leaders in the fastest growing category in both the On and the Off Trade, the shots category, they boast the hugely popular redSQUARE stable, Lambrini and Caribbean Twist that has been tremendously successful in targeting this market.

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.


09 July, 2004