MillerCoors will import, market and distribute Heineken’s Sol brand beginning this Fall. Sol will continue to be brewed in Mexico.
Sol has been part of the Heineken USA portfolio since 2004. Sol officially entered the global Heineken portfolio following the company’s acquisition of the Cuauhtémoc Moctezuma Brewery in 2010.
At the end of the 10-year term, Heineken will have the opportunity to reacquire the import rights and responsibilities for Sol.
The agreement offers both brewers an opportunity to focus on key areas of growth within each of their portfolios, they said, while increasing attention and investment toward market opportunities within North America.
For MillerCoors, the agreement helps balance their portfolio with an authentic Mexican beer. Combining Sol’s existing brand equity with MillerCoors’ sales, marketing, and distribution capability and established nationwide distribution network results in significant development opportunities for both the short and long-term.
For Heineken USA, the agreement allows for greater focus and additional investments with their current Mexican portfolio, led by Tecate and Dos Equis—two of the most popular and fastest growing Mexican beers in North America.
Marc Busain, President of Heineken Americas added: “As far as Mexican beers go, Heineken USA is fantastically positioned with two strong brands in Dos Equis and Tecate. This effort helps focus our current portfolio, while accelerating Sol in the short and long-term.”
Commenting on the agreement, Mark Hunter, President and CEO of Molson Coors, parent of MillerCoors, said: “Given the steady growth of the Mexican import segment in the US over the past few years, the addition of Sol represents a key addition to our portfolio. We are excited to be offering consumers even greater choice with the addition of Sol, and are confident we can grow the beer based on the brand’s strong equity and the added reach of MillerCoors’ national distribution network. This agreement clearly demonstrates the added speed and flexibility that comes with being the single owner of the US business, which allows us to quickly capitalize on strategic opportunities like this.”