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Coors revamps Canada pact

Published on .

Coors Brewing Co. said Coors Canada, a new, 51% Coors-owned partnership, will control marketing decision-making for its brands in Canada. Coors Light, which Coors said is the No. 1 light beer in Canada, and Original Coors would continue to be brewed by Molson Breweries under the arrangement. The new partnershi includes Molson and Foster's Brewing Group, a part owner of Molson. Molson had previously controlled marketing for the Coors brands under a 1985 licensing pact; an arbitrator last year ruled that Molson had breached that agreement when a 20% stake in Molson was sold to Miller Brewing Co. Mark Stankovic was named general manager for Coors Canada, from managing director-international marketing, Coors Brewing. Miller Brewing must agree to the plan before it takes effect.

Copyright April 1997, Crain Communications Inc.

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