Molson Coors to combine European businesses

Molson Coors Brewing is to combine its UK Ireland and Central European businesses into a new unit headed by former marketer Mark Hunter.

Carling Zest

Molson Coors Europe will be based in Prague and represent 30 per cent of the US-based parent company’s global net revenue. It will also account for about 38 per cent of Molson Coors Brewing 2011 worldwide beer volume, the company adds.

Hunter, currently chief executive of Molson Coors Central Europe, will head up all the brewer’s European operations. Hunter was previously CEO of its UK and Ireland business, which brews Carling and marketing director of Bass Brewers.

The announcement comes as the brewer completes of its $3.35bn acquisition of Staropramen brewer Starbev, which has nine brewers across maintain Europe including the Czech Republic, Romania and Biulgaria.

Peter Swinburn, chief executive of Molson Coors, says the creation of a more “efficient and market-focused team” makes the brewer a “stronger competitor.”

He adds: “It allows us to use our go-to-market resources more effectively in the region and promotes better sharing of commercial best practice and marketing expertise. With a larger European footprint, we’ll be able to negotiate better terms with suppliers, improve processes and integrate systems to increase efficiencies.”

It is unknown how the announcement will affect the role of UK and Ireland marketing director Chris McDonough or whether it will lead to any redundancies or how it will affect other staff at its UK head office. Molson Coors were unable to provide comment by the time this article was published.

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