Molson Coors Enters Russian Beer Market With Coors Light
Molson Coors Brewing Company, the North American beer group, has launched the Coors Light brand in Russia. Coors Light in 330 ml bottles will be available in supermarkets, grocery stores, convenience stores, as well as selected bars and neighbourhood stores across the Moscow region.
With consumption per capita at around 71 litres and a market size of approximately 100m hectolitres in 2009, Russia is the fourth largest beer market in the world by volume and has seen significant growth in beer sales in the past decade. International premium brands that are locally produced, in particular, have grown in popularity in Russia and despite this year’s decline due to new taxes, the category shows signs of even greater growth potential in the coming years.
With the support of a new Russian team based in Moscow, Molson Coors will manage the marketing and advertising of the Coors Light brand, while Moscow Brewing Company (MBC), which has a new state-of-the-art brewery in Moscow, will brew and distribute the brand.
Founded in early 2008, Moscow Brewing Company is one of Russia’s leading producers and importers of beer and beverages. Its beer and beverage manufacturing facility was commissioned in October 2008 and is located in Mytischi, Moscow Region. The initial production capacity of the brewery is 240m litres per annum and gradual expansion is planned to 600m litres.
“As the fourth largest beer market in the world, Russia has always been an attractive opportunity for us to expand our brand presence, particularly with Coors Light, which is quickly emerging as a global brand. Not unlike what we have done successfully in other international markets, our strategy has been to create local partnerships to establish a brand presence, invest behind the brand to expand its appeal and leverage opportunities to strengthen our route to market,” explains Kandy Anand, president of Molson Coors International. “Our partnership with MBC in Russia is consistent with this strategy and we are confident in our ability to attract Russian beer drinkers to our special brand and succeed in this large and promising market”
In line with its international development strategy, Molson Coors has also recently announced partnerships with Mahou San Miguel in Spain, with Viet Thai in Vietnam, and most recently a joint venture with Si’hai Brewery in China. Coors Light is now available in more than 25 countries worldwide.
