MOLSON TOASTS BAVARIA BRAND PURCHASE
By Adnews Staff
Montreal-based Molson Inc. is entering the South American beer market following the purchase of the Bavaria beer brand from Companhia de Bebidas das Américas (AmBev). Molson is acquiring the brand and five breweries for US$98 million. The sale of the brand was a condition imposed by Brazilian regulatory authorities on the mergers of Brazil's brewers, Antarctica and Brahma, forming AmBev. Molson said the deal is in line with its new international strategy of entering high growth markets by acquiring an existing brand and piggybacking Molson brands once distribution has grown stronger. Molson also acquires access to AmBev's distribution network for four years, with an option to extend that period an additional six years.
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