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.