Coors settles in Sydney as Woolies deal sought

By James Atkinson

The relocation of fifth generation Coors family member, David Coors (pictured) to Australia demonstrates Molson Coors' strong commitment to its new distribution partnership with Coca-Cola Amatil, according to the US company's senior executives. 

David Coors moved to Sydney earlier this month and has become general manager of Molson Coors' Australasian operations.

He was joined last week by his father, Molson Coors chairman Pete Coors, the company's president Kandy Anand and chief commercial officer Brett Vye on a roadshow to meet with some of CCA's Australian customers.

"That shows the commitment of the family, this is truly an important market and an important partnership for us," Anand told TheShout.

Pete Coors said he had been impressed with CCA's execution in the Australian accounts he had visited.

"Both the on-trade and off-trade have been well merchandised, they've done a great job of bringing awareness to the brand," he said.

"But we're not yet everywhere we'd like to be. We need to expand our retail base."

Coors said son David was the ideal candidate for the Australian job, detailing his impressive CV that includes an undergraduate degree in Engineering at Ivy League school Cornell University, an MBA plus a masters in Manufacturing Management and extensive experience both inside the Coors business and outside, in the oil and gas industry.

"I don't let the kids come back to the business straight away," Coors said. [continues below]

L-R: Molson Coors' Pete Coors, Kandy Anand, David Coors and Brett Vye

The chairman acknowledged the Australian beer market has its challenges, which he is confident of overcoming given the positioning of the Coors and Blue Moon brands.

"It's very similar to other highly developed markets – US, Canada, the UK. People seem to be drinking a little less beer. Part of it seems to be this craft beer revolution, where people like drinking craft beer but they don't drink as much volumetrically as they used to," he said.

Still in talks with Woolies: David Coors

The Molson Coors brands have benefited from strong initial distribution through independent and Coles retail outlets, David Coors told TheShout.

"Coles accepted new product in December, which is not something they usually do, so we had instant distribution across all the 1st Choice stores, which was a great way for us to get a bit of awareness," he said. 

"We're still having discussions with Woolworths."

Coors said Australian consumers are receiving the beer very well, with an uplift in sales through certain stores.

"Initially it was retailers saying 'I'll take a couple of cases because I don't know if this will sell'," he said.

"Well their next order is five cases, their next order is 20 cases, so we've seen growth across the country with both brands, Coors and Blue Moon."

In the on-premise, Coors said the brands are in 500-plus venues.

"Without Coors being on draught it's a bit tough in the on-premise, so we're hoping to have that further down the road this year," he said.

"We're strictly trying to get bucket promotions so that people are aware – five Coors for $20."