Sky and Molson Coors have unveiled a new partnership, designed to offer more flexibility, more choice and more savings to licensees.
The deal, which is open to both new and existing customers, presents a new structure that provides deals across a broad range of Molson Coors beer and cider brands.
The Molson Coors portfolio includes brands such as Carling, Coors Light, Pravha, Staropramen, Blue Moon, Offshore, Doom Bar, Rekorderlig and Aspall Cyder.
As of 2 April, the two companies will introduce a new 15% Sky Sports subscription discount to operators at a lower entry point of just two brands and three kegs a week, plus three deeper discounts based on the number of brands.
The discount deal is backed by tailored insights and consultancy services from both Molson Coors and Sky, to help on-trade outlets determine the best drinks range and Sky Sports package to suit their local customer base.
Martyn Cozens, on-trade sales director at Molson Coors, said: “We know from our customers that our partnership with Sky is viewed as one of the biggest on-trade initiatives in years.
“It’s been incredibly successful over the past six years, but with more smaller independents popping up across the UK, we wanted to make it work for outlets of all sizes.
“We know that people who go to pubs to watch sport typically spend more than on a non-sport occasion.
“Our partnership with Sky has always been about helping operators make the most of those sporting occasions and creating the right experience for consumers to keep them coming back.”
Frank Atkinson, sales and commercial director at Sky Business, added: “We’ve worked with our partners Molson Coors to create a bigger and better discount deal – all designed to help drive footfall, revenue and dwell-time for the licensed trade.
“The simplification of our partnership means that more licensees than ever before can take advantage of the discounts available to them.
“The deal gives licensees more choice too – they can serve up the sport and drinks their customers want and looking forward to the summer of sport there’s even more money-making opportunities available.”