Molson Coors has announced that it has secured the exclusive rights to distribute, sell and market Scottish craft brewer BrewDog's products in Northern Ireland.
BrewDog's Punk IPA will be available on draught in pubs and bars across Northern Ireland while a range of packaged products such as Punk IPA, Elvis Juice, Punk AF, and Dead Pony will be available to purchase in off-licences.
'Championing Choice'
"We both share a passion for bringing great tasting beers to consumers, so BrewDog is a natural fit within our growing portfolio of premium beverages," said Jordana Busby, Northern Ireland customer director, Molson Coors.
"At Molson Coors, our mission is to improve the consumer experience by championing choice, which means we must have exciting brands in our portfolio, such as BrewDog, that deliver for our consumers no matter the occasion, in their local pub, with a meal at home or in a city centre bar or restaurant," he added.
'Shortening The Gap'
The partnership will add further depth to Molson Coors’ offering in Northern Ireland, which also includes other long established brands such as Coors Light and Carling, the brewer said.
"At BrewDog, our mission has always been to make other people as passionate about great craft beer as we are. That ethos is not only rooted in the DNA of our team and brand, but also in our partners," said Gordon Buchanan, regional manager for Europe, BrewDog.
"We want to work with those who offer quality and choice for consumers, with premium products that disrupt the category and change the way people think about amazing beer. The partnership with Molson Coors gives us the chance to do just that - shorten the gap between our beer and the people who want to drink it," he added.
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