Coors to market Sol brand in UK
Coors Brewers is to exclusively look after the UK marketing and distribution of beer brands Sol and Dos Equis following a deal with Mexican brewer FEMSA.
Coors is to take responsibility for the beers, which are brewed and packaged in Mexico, from October 2005.
No announcement has been made as yet as to which agency or agencies will be responsible for the marketing of the brands, but speculation has The Leith Agency as a strong favourite.
The Leith currently handles UK advertising for Coors-owned brands Carling, Grolsch, Worthington’s, Caffrey’s, Reef and Coors Fine Light. The agency was initially brought on board to handle Carling but, following its resignation of the Tennent’s Lager account in 2003, has steadily strengthened the relationship.
The Coors/FEMSA deal comes at an eventful time for Coors. The company has recently completed a merger with Canadian-based brewer Molson, which will see Mark Hunter, marketing and international development director at Coors Brewers, relocate to Molson. Simon Davies, Coors sales and managing director for the South East, is to assume the role of UK marketing director.