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Molson Coors steps into Russia with launch of Coors Light

Beer will be available throughout Moscow region from this month after signing of joint venture.

Molson Coors Brewing Company, a North American brewer with international presence, has now entered Russia with the launch of Coors Light. Moscow Brewing Company (MBC), an importer of beer in Russia that also operates a brewery in Moscow, will brew and distribute the brand.

The beer will be available in 330 ml bottles at supermarkets, grocery stores, convenience stores, and select bars and neighbourhood stores across the Moscow region starting this month.

Molson Coors, with the co-operation of a new Russian team based in Moscow, will manage the marketing and advertising of the Coors Light brand in the country.

Mauricio Cardenas, chief officer for Latin America, Russia, India and Africa at Molson Coors, said: "We have conducted extensive trade and consumer research, which has driven a unique and appealing brand positioning built around Rocky Mountain cold refreshment.

"In addition, we have an experienced Russian team on the ground and a very capable partner with one of Europe's most modern facilities brewing and distributing Coors Light."

Kandy Anand, president of Molson Coors International, added: "As the fourth largest beer market in the world, Russia has always been an attractive opportunity for us to expand our brand presence, particularly with Coors Light, which is quickly emerging as a global brand.

"Our partnership with MBC in Russia is consistent with this strategy and we are confident in our ability to attract Russian beer drinkers to our special brand and succeed in this large and promising market."

Igor Dementiev of MBC, said: "We are very confident in our partnership with Molson Coors. Their proven strength in brand building and innovation around Coors Light combined with MBC's knowledge and experience in the market makes for a very compelling proposition for our two companies, as well as the country's beer drinkers."

Molson Coors has also formed partnerships with Mahou San Miguel in Spain, with Viet Thai in Vietnam, and most recently a joint venture with Si'hai Brewery in China. Coors Light is now available in around 25 countries across the world.