Coors puts greater emphasis on PR

US beer manufacturer Coors Brewing International has hired 360 Degrees Communications to handle trade and consumer PR in the UK for its lager brand Coors Extra Gold.

US beer manufacturer Coors Brewing International has hired 360

Degrees Communications to handle trade and consumer PR in the UK for its

lager brand Coors Extra Gold.



The brewer set up a European headquarters in London in May as part of a

commitment to focus more attention on its European markets.



In the first instance, 360 Degrees Communications will handle media

relations surrounding this change in strategy. In particular, it will

handle alterations to the distribution arrangements for the lager.



With effect from August, the Coors Brewing Company will appoint

independent distributor Ubevco to handle take-home trade, which includes

distribution to off-licences and supermarkets. This has been handled by

Scottish Courage Brands since Coors Extra Gold was first introduced to

the UK in 1992.



Sales to restaurants, pubs and bars will continue to be handled jointly

by Coors and Scottish Courage.



Coors’ new UK Commercial Director Ken Hehir said: ’At this stage of the

brand’s development Scottish Courage and Coors both realised that a more

focused approach was required. The UK is our number one priority

European market and will see substantial support over the next twelve

months and beyond.’



360 Degrees Communications, which comprises a team of eight, is the only

PR agency to be retained by Coors.



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