MOLSON REGAINS BRAND OWNERSHIP SOUTH OF THE BORDER
By Adnews Staff
Molson Inc. has announced a US$133 million deal with Miller Brewing Company and the Foster's Brewing Group in which the Montreal-based brewer will regain ownership of its brands in the U.S. market. The deal will see Molson regain control of its brands including Molson Canadian, Molson Golden and Molson Ice. "By reacquiring our brands, we are taking control of one of our major growth opportunities - the U.S. market," Molson president and chief executive, Daniel O'Neill said in a release. When Molson sold the rights to the brands to Miller and Foster's in 1993, it gave up any say in pricing, promotion and sales of the brands in the U.S., explained John Paul Macdonald, vice president of corporate affairs for Molson. In the future, he added, Molson will be looking for another partner in the U.S. to help in the distribution of its brands but will maintain a say in the pricing and promotion activities. North of the border, Molson said it will continue in its relationships with Miller and Foster's marketing brands of both companies.