Molson Coors’ model of partnering with mainland European drinks brands; most notably Rekorderlig, Madri Excepcional and Staropramen; has brought another ‘super-premium’ lager to the UK on-trade – Monte Carlo Beer.
Founded in 2019 by Monégasque entrepreneurs William Scheffer and Anthony Orengo, the Monte Carlo Beer brand reportedly has a loyal following in Monaco and along the French Riviera, where its portfolio includes a Blonde Ale, an Amber Ale, and an IPA.
Now, in partnership with Molson Coors, Monte Carlo Beer has created its first lager, specifically for the UK market – and brewed in the UK – which is now being launched to the UK on-trade, with a focus on destination and premium outlets.
Co-founder Scheffer said: “We founded Monte Carlo Beer to not only celebrate our Monégasque heritage but to also celebrate memorable moments with friends.
“When we created the beer originally, we had hoped that one day the Monte Carlo Beer brand would expand internationally, so this is a full-circle moment for us.”
Co-founder Orengo added: “Molson Coors has a proven track record when it comes to working with partners across Europe to bring new innovations to the UK market.
“They’ve had huge success with brands such as Rekorderlig, Madri Excepcional and Staropramen. So, working with them to create this special addition to the portfolio was an opportunity we simply couldn’t pass up.”
With the on trade world beer value up by 7%, Molson Coors reckons this new super-premium option will help customers further tap into this demand by bringing ‘something unique’ to trend seeking consumers.
Marketing director UK and Ireland for Molson Coors, Hannah Norbury, said: “We are committed to bringing exciting new options to our UK on-trade customers which offer something different. Monte Carlo Beer is a super-premium, refreshing golden lager that will add real excitement on the bar.
“For us innovation is centered around collaborating with people that help us think differently. Partnering with passionate entrepreneurs like Will and Antho is a real privilege – creating something together for UK drinkers is testament to the fact that two heads are truly better than one.”
The beer itself is described as a ‘delicately balanced, crisp and refreshing 4.8% ABV super premium lager, crafted using carefully selected ingredients including French hops’.
