Molson Coors UK and Ireland has announced a partnership agreement with Chinese brewer China Resources Snow Beer (CRSB).
Molson Coors UK now has the exclusive rights in the on- and off-trade to the sales, distribution and customer marketing of Snow; the best-selling beer brand by volume in China (since 2006) and globally (since 2008).
Snow first entered the Chinese market in 1994 at the Shenyang Brewery in the north eastern Chinese province of Liaoning. In the years that followed, Snow made a meteoric rise nationally and internationally to become the world’s best-selling beer brand.
Phil Whitehead, Managing Director, Molson Coors UK & Ireland said, “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.”
Snow, is a premium 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. The distribution deal applies to the UK and Ireland. Snow will continue to be brewed in China and imported to the UK. Molson Coors has also just bought Aspall.