Molson Coors launches Beverage Hub for beyond-beer beverages
Molson Coors will gain exclusive distribution rights for Jimmy’s Iced Coffee, Lixir Drinks and Tarquin’s Gin and Twin Fin Rum from Southwestern Distillery across its established on and off-premise trade networks in Western Europe.
They join Molson Coors’ own hard seltzer brand Three Fold, and partnerships forged in 2020 with Bodega Bay and Miami Cocktail Company.
All together, these will form the Beverage Hub, a division within Molson Coors’ European business unit dedicated to building the company’s growing portfolio of brands in emerging, fast-growth categories such as ready-to-drink beverages, adult soft drinks and premium spirits.
The Beverage Hub is a key part of the company’s efforts to broaden its portfolio beyond beer and cider across the globe and represents “the next phase of our already established wholesale offer to the independent on-trade, where we provide a range of beverages outside our own beer and cider heartlands,” according to team leader Jack Daniel.
“Our mission is to provide consumers with the perfect drink for every occasion,” he said. “Through the Beverage Hub we now have the capability to bring a wider offer to our managed retail and off-trade customers as well.”
The new partnerships
Jimmy’s Iced Coffee
Molson Coors will support the rollout of British iced coffee brand Jimmy’s Iced Coffee across the UK. It will also explore international opportunities for the brand using its broader network.
Jimmy’s co-founder Jim Cregan says the partnership will give the brand “the chance to reach places, fridges and people we’ve not been able to due to our limited resources as a small business.”
Lixir Drinks
Molson Coors will support London-based premium tonic water and mixer brand Lixir Drinks in its rollout across the UK, following a successful trial in Ireland and Northern Ireland last year.
Lixir has a portfolio of mixers made with natural ingredients, including tonic waters in flavors such as Classic Indian, Refreshingly Light, Rhubarb & Ginger, Elderflower & Lemon, and Blood Orange & Cinnamon, as well as a ginger beer, ginger ale and soda water. The brand is available in 16 markets.
Tarquin’s Gin & Twin Fin Rum
Molson Coors will distribute Cornish spirits company Southwestern Distillery's line of spirits across the UK and into Western Europe. Southwestern, which makes Tarquin’s Cornish Dry Gin, Tarquin’s Rhubarb and Raspberry, and Tarquin’s British Blackberry Gin, as well as Twin Fin Rum, already has collaborated with Molson Coors’ nearby Sharp’s Brewery in Rock on the limited-edition Tarquin’s Hopster Gin.
The deal will also allow Southwestern to export brands beyond its existing 25 international markets.
