Coca-Cola Amatil and Molson Coors International have announced that from today (Oct 12), Miller Genuine Draft and Miller Chill will be distributed in Australia exclusively by Coca-Cola Amatil, as a part of a new agreement between the two companies.

The Miller brand is the fourth biggest Premium International beer in Australia and its addition to the Coca-Cola Amatil beer portfolio is hugely significant for Amatil’s Alcohol and Coffee business said the company’s Managing Director of Alcohol and Coffee, Shane Richardson.

“This new agreement deepens our existing relationship with Molson Coors, now the world’s third largest brewer, and represents an exciting step in our journey to grow our beer business across Australia,” he said.

The move is part of a new long-term sales and distribution agreement between Coca-Cola Amatil and Molson Coors International, a division of Molson Coors which today acquired the global rights to the Miller brand portfolio.

“As we welcome the world-famous Miller family of brands into our business globally, we are thrilled to be renewing our partnership with Coca-Cola Amatil,” said Stewart Glendinning, CEO of Molson Coors International.

“For nearly three years, Amatil has done an incredible job introducing the Australian market to Coors and Blue Moon, and we’re excited to continue our work together as we seek to further delight Australian beer drinkers with Miller Chill and MGD.”

Coca-Cola Amatil and MCI have been brand partners since 2013 when Amatil re-entered the beer market, with the agreement giving Amatil distribution rights to the Molson Coors beer portfolio, including Coors and Blue Moon.

“Our relationship with all of our brand partners is built on collaboration, trust and an aligned view on what future success looks like. We have achieved great momentum in our alcohol business over the last two years and this agreement is representative of the type of growth opportunities available within this sector,” said Coca-Cola Amatil’s Group Managing Director Alison Watkins.

The newly strengthened partnership will see Amatil retain the distribution rights for these brands with the addition, from today, of Miller Genuine Draft and Miller Chill, to its premium beer portfolio.

James Wilkinson

Editor-In-Chief, Hotel Management