The deal gives Molson Coors exclusive
commercialization rights to Fever-Tree’s U.S. portfolio, alongside
an equity investment by Molson Coors into Fevertree Drinks plc
Partnership designed to fuel Molson Coors’
Premiumization and Beyond Beer strategies
Molson Coors Beverage Company ("Molson Coors" or “the
company”) (NYSE: TAP, TAP.A) is expanding its U.S. non-alc
portfolio through a new strategic partnership with Fevertree Drinks
plc (“Fever-Tree”), the world’s leading supplier of premium
carbonated drinks and mixers.
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Starting February 1, 2025, Molson Coors will assume exclusive
commercialization rights to Fever-Tree’s award-winning lineup of
tonics, ginger beers, cocktail mixers and more in the U.S. and will
be responsible for co-manufactured production, marketing, sales and
distribution of the brand in the U.S. The move is a significant
step forward in Molson Coors’ strategic ambition to build a
total-beverage portfolio for a wide range of consumer preferences
across traditional alcohol occasions and non-alc occasions
alike.
“Our strategic partnership with Fever-Tree in the U.S. is a
meaningful step in Molson Coors’ journey to becoming a
total-beverage company with a winning portfolio of drinks for a
wide variety of consumer occasions. We’ve made progress here, and
today we are building on that progress in a significant way with
Fever-Tree as the latest and largest non-alc brand to join our
portfolio,” Molson Coors Chief Executive Officer Gavin Hattersley
said. “The U.S. is our biggest global market by revenue, and the
same is true for Fever-Tree, so we believe this partnership
provides ample opportunity for our teams to build on the strong
success Fever-Tree has achieved to date. Our customers have been
asking for a brand just like Fever-Tree from us, and by leveraging
the scale, strong relationships and expertise of our team at Molson
Coors, I’m confident in the road ahead for Fever-Tree as part of
Molson Coors’ growing set of non-alc offerings in the U.S.”
Established in the UK in 2004, Fever-Tree has become a proven
leader in a high-growth, above premium space. Drinks International
voted it the ‘Number One Top Selling Mixer’ and ‘Number One Top
Trending Mixer’ for 11 years running, while the New York
International Spirits Competition voted it ‘Mixer Brand of the
Year’ for four years running. In the U.S., Fever-Tree's largest
global market by revenue, the brand has consistently built on its
first-mover advantage, and in doing so has become the #1 tonic and
ginger beer brands nationwide, per Nielsen [since 2007].
Molson Coors plans to build on the position Fever-Tree has
already established in the U.S. by leveraging its core strengths,
commercial scale and supply chain expertise to expand distribution,
grow brand awareness, and create a solid runway for long-term
growth in the U.S. market.
“Fever-Tree is the perfect fit for our growing portfolio of
non-alc beverages. The quality is unmatched, the variety is
fantastic, and the brand has achieved impressive scale in the U.S.
and we believe there is more runway ahead,” Molson Coors Chief
Commercial Officer Michelle St. Jacques said. “Fever-Tree sits at
the intersection of beer and non-alc and is often available in
stores where beer is sold, so it perfectly complements our Beyond
Beer and premiumization strategies, playing in both alcohol
occasions and non-alc occasions. We’re excited to welcome
Fever-Tree into our portfolio as we work to reach more consumers
and unlock growth in new channels and outlets across the U.S.”
Underpinning the partnership and reflecting Molson Coors’
long-term focus on – and belief in – the opportunity, the company
has agreed to acquire an 8.5% stake in Fevertree Drinks plc,
resulting in Molson Coors becoming Fever-Tree’s second largest
shareholder.
“Today’s announcement marks a transformational step for the
Fever-Tree brand in the US and is not only a reflection of how far
we have come since first entering the market in 2008 but also how
the opportunity ahead for the brand continues to grow,” said
Fever-Tree CEO, Tim Warrillow. “With a national network providing
scale and muscle, proven track record, supply chain expertise and
clearly stated strategic desire to drive the future of their
business beyond beer, Molson Coors are the ideal partner to take
the Fever-Tree brand to the next level across the US.”
The partnership with Fever-Tree builds on Molson Coors’ strong
recent momentum in the advancement of its Beyond Beer and
premiumization strategy. The company took a majority stake in ZOA
Energy in November 2024 and has since expanded distribution into
new accounts and channels. Additionally, Molson Coors is preparing
to bring Naked Life, Australia’s #1 non-alc RTD cocktail, to the
U.S. this spring.
Molson Coors and Fever-Tree’s strategic partnership is subject
to customary closing conditions.
ABOUT MOLSON COORS BEVERAGE COMPANY
For more than two centuries, Molson Coors has brewed beverages
that unite people for all life's moments. From our core power
brands Coors Light, Miller Lite, Coors Banquet, Molson Canadian,
Carling, and Ožujsko to our above premium brands including Madrí
Excepcional and Staropramen, Blue Moon Belgium White and
Leinekugel’s Summer Shandy, to our economy and value brands like
Miller High Life and Keystone Light, Molson Coors produces some of
the most beloved and iconic brands. While Molson Coors history is
rooted in beer, it offers a modern portfolio that expands beyond
the beer aisle as well, including flavored beverages like Vizzy
Hard Seltzer, spirits like Five Trail whiskey and non-alcoholic
beverages. Molson Coors also has partner brands, such as Simply
Spiked, ZOA Energy, among others, trough license, distribution,
partnership and joint venture agreements. As a business, our
ambition is to be the first choice for our people, our consumers
and our customers, and our success depends on our ability to make
our products available to meet a wide range of consumer segments
and occasions. To learn more about Molson Coors Beverage Company,
visit molsoncoors.com.
ABOUT FEVER-TREE
Fever-Tree is the world's leading supplier of premium carbonated
mixers for alcoholic spirits by retail sales value, with
distribution to over 90 countries worldwide. Based in the UK, the
brand was launched in 2005 to provide high quality mixers which
could cater to the growing demand for premium spirits, in
particular gin, but also increasingly for vodka, rum and whisky.
The Company sells a range of carbonated mixers to hotels,
restaurants, bars and cafes ("On Trade") as well as selected retail
outlets ("Off Trade").
FORWARD LOOKING STATEMENTS
This press release includes “forward-looking statements” within
the meaning of the U.S. federal securities laws. Generally, the
words "expects," "intend," "goals," "plans," "believes,"
"continues," "may," "anticipate," "seek," "estimate," "outlook,"
"trends," "future benefits," "potential," "projects," "strategies,"
"implies," and variations of such words and similar expressions are
intended to identify forward-looking statements. Statements that
refer to projections of our future financial performance, our
anticipated growth and trends in our businesses, and other
characterizations of future events or circumstances are
forward-looking statements, and include, but are not limited to,
statements regarding Molson Coors’ strategy, its expectations
regarding premiumizing its portfolio and the anticipated
consummation of the strategic partnership and the timing and
benefits thereof. Although Molson Coors believes that the
assumptions upon which its forward-looking statements are based are
reasonable, it can give no assurance that these assumptions will
prove to be correct. Actual events or results may differ materially
from those contained in the forward-looking statements due to
risks, uncertainties and assumptions. These risk factors include
those detailed in Molson Coors’ public filings with the Securities
and Exchange Commission (the “SEC”), including its most recent
Annual Report on Form 10-K and subsequent filings with the SEC. You
should not place undue reliance on forward-looking statements,
which speak only as of the date they are made. Molson Coors does
not undertake to update any forward-looking or other statements in
this release, except as required by law.
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version on businesswire.com: https://www.businesswire.com/news/home/20250129464093/en/
Media inquiries Molson
Coors: Rachel Gellman Johnson, Senior Director, Corporate
Reputation: rachel.gellmanjohnson@molsoncoors.com
Fever-Tree: Oliver Winters, Director, Communications:
oliver.winters@fever-tree.com
Investor inquiries Molson
Coors: Traci Mangini, Vice President, Investor Relations:
traci.mangini@molsoncoors.com Fever-Tree: Ann
Morris-Gibbons, Director of Investor Relations:
ann.hyams@fever-tree.com
Molson Coors Beverage (NYSE:TAP)
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