Molson Coors chooses Ireland to launch The Craft Collection
Molson Coors has chosen Ireland to launch The Craft Collection, a portfolio of quality craft beers, which brings together its growing range of award-winning Irish and international craft beers for pubs and off-licences across Ireland under one umbrella brand offering.
Print3 April 2013
Ireland was selected as the launch country due to the explosion of the craft beer market here, both in terms of the availability of craft beers and the establishment of a growing number of dedicated craft beer pubs.
In what is generally a declining beer market, in 2012 alone the craft beer sector grew 100% in Ireland. Craft beer is expected to grow from €24 million to approximately €235 million in retail sales value (around 10% of the Irish beer market) by 2017.
This explosion in popularity of the craft beer category means that making an informed choice can be a challenge for drinkers. As The Craft Collection grows its range of quality craft beers, having a unifying brand for a diverse range of beers will function as a signpost to excellence and quality for drinkers, making choosing a quality craft beer easier, believes Molson Coors.
The Craft Collection unites the award-winning Head Brewers of Franciscan Well, Sharp’s, William Worthington and Blue Moon Brewing Company into one brewing collective. Blue Moon Brewing Company brews the number one craft beer in the US and one of the fastest-selling beers in Ireland, Blue Moon.
Sharp’s Brewery in Cornwall brews Doom Bar, the fastest-growing top 50 beer brand in the UK on-premise while the Franciscan Well brewery in Cork recently won a World Beer Award for its Shandon Export Stout. William Worthington’s Micro Brewery in Burton-upon-Trent has won multiple awards for White Shield.
The Irish Craft Beer Market
Molson Coors has been investing heavily in its craft beer offering with the recent investment in the Franciscan Well brewery in Cork and in Sharp’s and Worthington’s breweries in the UK and is committed to helping fuel growth in the craft beer category, domestically and internationally. Launching in Ireland first, the UK debut of The Craft Collection is due to take place later in 2013.
Marketing Activity
Alongside supplying the market with great performing cask, keg and bottled beers, The Craft Collection will reach out to trade customers by providing them with an extensive beer education programme and in-outlet promotional tools, designed to show them how to communicate the brands’ inherent unique taste qualities to consumers.
The Craft Collection will also have an online home on Facebook at www.facebook.com/craftcollection where people can join in the conversation about craft beers, culture and general points of interest and get the opportunity to win some fantastic prizes.
Molson Coors Ireland Director Niall Phelan, explained, “For us, craft beer is about amazing beers from creative, inspired brewers that will capture the imagination of the growing number of craft beer drinkers in Ireland and beyond. With the launch of The Craft Collection, our intention is to offer a range of quality beers and define craft for a new generation of drinkers. We’re promoting great-tasting beers from talented, passionate brewers who have and will always have the freedom to push their boundaries and explore their creativity”.
He added, “We have some truly amazing beers coming from Franciscan Well, Sharp’s and William Worthington plus a range of imported beers such as Blue Moon (the Number One craft beer in the US) so it’s exciting times for our on- and off-trade customers and drinkers”.
As The Craft Collection grows its range of quality craft beers, having a unifying brand for a diverse range of beers will function as a signpost to excellence and quality for drinkers.
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