Golf Management Group (GMG) has just announced a new partnership with Molson Coors, the beer-led composite wholesaler. The new agreement will enable all of the Golf Management Group’s near-500 member golf clubs to access competitive national beer pricing through Molson Coors and the brewer’s customer service program. Molson Coors also holds an exclusive partnership with Sky which offers golf clubs up to 33% off the price of the Sky TV subscription, plus free Wi-Fi.
With the new partnership, Golf Management Group is making the new Molson Coors price tariffs available to its member clubs from this month. This new deal will not affect the deal with national drinks wholesaler Matthew Clark.
What kind of beverages should market Molson Coors in golf clubs?
Euromonitor International found that in the UK in 2015, premium beers drove growth, whether it is imported premium bottled ales or so-called “craft beers”. In the near future, I expect that “craft beers” (there are more than 1400 craft breweries in the UK) will become mainstream, but not in golf clubs. Although craft beers could be attractive for Millennials.
At the moment, we should not forget the trend that people are turning to healthier beverages and giving up drinking beers. Thus, beers with a lower level of alcohol + non-traditional beers (e.g. cider, perry and mead) might gain momentum.
Based on these findings, I assume that Molson Coors will be more successful with their premium brands such as Beck’s, Hoegaarden, Leffe, Lowenbrau and Stella Artois and Carling Cider.