Molson Coors inks deal with Heineken to distribute Mexico-made Sol beer in US

06-Jun-2017 - Last updated on 07-Jun-2017 at 15:19 GMT

Sol began brewing its Mexican beer in 1899 and is a pale lager with an ABV of 4.5%.

Heineken and Molson Coors Brewing Company have signed a 10-year joint agreement where MillerCoors (Molson Coors’ US division) will import, distribute, and market Mexican beer brand Sol in the US market.

Sol has been part of the Heineken USA beer portfolio since 2004, and it then entered the brewer’s global portfolio in 2010 following the company's acquisition of Cuauhtémoc Moctezuma Brewery in 2010.

Heineken will have the opportunity to reacquire the distribution and import rights of Sol upon completion of the 10-year term.

Sol will continue to be brewed in Mexico and MillerCoors said it will leverage its sales, marketing, and distribution capabilities in the US with Sol’s existing brand equity.

Competing in Mexican beer import market

Sol is a premium Mexican beer available in 60 markets worldwide, originally founded in Mexico in 1899 and marketed with its 'Espiritu Libre' (free spirit) tagline.

Heineken USA said the agreement with Molson Coors will allow it to focus on its current Mexican portfolio in the US, led by Tecate & Dos Equis, with additional investments in such brands.

For MillerCoors, Sol will be the first “authentic” Mexican beer in its portfolio.

"Given the steady growth of the Mexican import segment in the US over the past few years, the addition of Sol represents a key addition to our portfolio,” Molson Coors president and CEO Mark Hunter said in a press statement.