Magazine article Marketing

CAREERS: Company CV - Coors

Magazine article Marketing

CAREERS: Company CV - Coors

Article excerpt

Coors Brewers, Britain's second biggest brewer, is a subsidiary of the Coors Brewing Company, the principal subsidiary of the Adolph Coors Company, a major US branded-drinks business and the third largest brewer in America. The company was founded in the US in 1873, and sells its beer in more than 30 countries.

In the UK, Coors Brewers' brand portfolio includes Carling Black Label (the UK's best-selling lager), Carling Premier, Coors, Grolsch Premium Lager (brewed under license), Worthington Draught Bitter, Caffrey's Irish Ale and the flavoured alcoholic beverages, Hooper's and Reef.

Coors Brewers operates three breweries in the UK at Alton, Tadcaster and Burton-on-Trent, as well as two maltings in Burton.

During the past year, Coors has purchased a raft of brands from Interbrew as a result of regulatory-body concerns following the purchase of Bass Brewers by Interbrew. Interbrew was eventually forced to offload the Carling portion of Bass Brewers.

Following an auction in December of 2001, Coors agreed to purchase the Carling portion of Bass Brewers.

In February 2002, Coors received UK regulatory approval for the pounds 1.2bn purchase of the Carling division of Belgium-based Interbrew's Bass Brewers.

The acquisition included the majority of the assets that previously comprised Bass Brewers in England and Wales. They included Carling, Grolsch (brewed under licence in the UK), Worthington, and Caffreys and 20 other beer and flavoured alcoholic beverage brands, together with brewing and malting facilities in the UK, plus a 49% holding in the distribution company Tradeteam. …

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