Monte Carlo Beer, a brand born in the Principality, has entered the British market through an exclusive partnership with Molson Coors Beverage Company.
Founded in 2019 by Monégasque entrepreneurs William Scheffer and Anthony Orengo, Monte Carlo Beer has established itself along the French Riviera with a growing range including Blonde Ale, Amber Ale and IPA. The brand will now make its first move into the UK with the launch of a new 4.8% ABV super-premium lager, created specifically for British consumers. The beer, brewed in the UK, became available on draught in select venues on 28th July, followed by a bottled format in September.
Co-founders hail “full-circle moment”
Co-founder William Scheffer said the UK launch fulfilled an early ambition for the business. “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.”
His business partner Anthony Orengo pointed to Molson Coors’ experience with European brands such as Rekorderlig, Madrí Excepcional and Staropramen as a key reason behind the collaboration. “Working with them to create this special addition to the portfolio was an opportunity we simply couldn’t pass up,” he said.
Industry backdrop
The partnership comes as demand for premium beers continues to grow in the UK. According to Molson Coors, the on-trade world beer market is up 7% in value. Hannah Norbury, Marketing Director for Molson Coors in the UK and Ireland, described Monte Carlo Beer as “a super-premium, refreshing golden lager that will add real excitement on the bar”.
She added that the collaboration highlighted the company’s approach to innovation: “Partnering with passionate entrepreneurs like Will and Anto is a real privilege – creating something together for UK drinkers is testament to the fact that two heads are truly better than one.”
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