Molson Coors introduces new craft beers range

Molson Coors has launched a new range of quality craft beers.

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Molson Coors has announced the launch of 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.

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 company said Ireland was selected as the new range’s 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 (around10% of the Irish beer market) by 2017.

Alongside supplying the market with 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’ unique taste qualities to consumers.

The Craft Collection will also have an online home on Facebook at www.facebook.com/craftcollection.

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