After trying, and failing, to enter Russia in 2005, Molson Coors Brewing company has struck a deal with Moscow brewing company MBC and will be finally be able to introduce its Coors Light brand to a Russian audience. The American-Canadian brewer has licensed MBC to bottle, distribute, and market the brand until the end of 2025, and MBC plans to primarily focus on the Moscow market.
According to Evgeniy Kashper, co-owner of MBC, the Russian brewer plans to spend $8-$10 million on marketing in the first three years. MBC will also be responsible for brand advancement, a stipulation that thwarted Molson Coors’ first attempt to enter the Russian market.
“Under that scheme we didn’t have a license but just bottled and distributed without a say in how the brand was marketed,” Kashper said (guess he doesn’t like the Coors Light train commercials).
Molson Coors was formed in 2005 when Molson of Canada merged with Coors of the United States. Molson Coors reported a net income of $720 million in 2009.