Molson Coors to distribute Snow beer

Molson Coors UK and Ireland has announced an agreement with Chinese brewer China Resources Snow Beer (CRSB).

Molson Coors UK will get the exclusive rights in the on- and off-trade to the sales, distribution and customer marketing of Snow.

Snow first entered the Chinese market in 1994 at the Shenyang Brewery in the north eastern Chinese province of Liaoning.

As Molson Coors’ first Chinese brand partner, Snow will compliment Molson Coors’ other World Beers that include Cobra, Singha, Staropramen, Pravha, Grolsch and Blue Moon.

Phil Whitehead, managing director, Molson Coors UK & Ireland says: “Consumers’ tastes are continuing to diversify which makes the beer market more exciting than ever. As drinkers become increasingly knowledgeable about beer, they demand greater choice to allow them to explore a range of flavours and styles. At Molson Coors, we believe this is a reflection of the general societal shift towards spending on experiences and, in part, the continued food revolution that has been taking place in the UK over the past 10-15 years.”

Snow, is a 5.0% ABV lager and is available in a 330ml bottle. To mark its entry into the UK market, Snow has had a labelling refresh developed in collaboration with CRSB. The label features traditional Chinese characters and imagery and is designed to make a strong visual impact on shelves and in fridges.

The distribution deal applies to the UK and Ireland. Snow will continue to be brewed in China and imported to the UK to ensure consumers enjoy the exact same premium beer that is so popular in China.

15 December 2017 - Sam Coyne The Drinks Report, news editor