Molson Coors signs all-Ireland partnership with Lixir Drinks
From left, Jordan Palmer and Matt Mahatme, founders Lixir Drinks, London.
Molson Coors Beverage Company and Lixir Drinks have agreed a new partnership, which will see Molson Coors become the exclusive on trade and off trade route-to-market partner of Lixir’s range of premium tonics and mixers on the Island of Ireland.
Lixir Drinks is a London-based premium tonic water and mixer brand, founded in 2018 following a crowdfunding campaign by bartenders Matt Mahatme and Jordan Palmer. Currently available in 13 countries, Lixir uses natural ingredients to create its exciting range of eight drinks, which are low in calories and contain no artificial ingredients.
The partnership with Lixir is another step for Molson Coors in its pursuit of opportunities ‘beyond beer’ in the Irish market. Molson Coors has continued to diversify its portfolio beyond its core brewing business globally, a journey the company laid out last October as part of a corporate revitalisation plan that included a rebranding to Molson Coors Beverage Company.
“We are very excited to bring Lixir Drinks’ award-winning mixers to customers across the island of Ireland,” said Jordana Busby, customer director, Molson Coors NI. “This partnership gives us the opportunity to work with a new and exciting brand in a category we believe has huge potential for growth. I’ve every confidence that Lixir’s exciting range of products and flavours will be a big hit with consumers on the Island of Ireland.”
Matt Mahatme, co-founder of Lixir Drinks, said: “It’s great to be partnering with Molson Coors to get our products into the hands of consumers across the Republic of Ireland and Northern Ireland.
“When we established the company back in 2018, our aim was to create a range of premium mixers with a more informal, unexpected personality and that only used natural ingredients.
“Since then, we have brought eight new exciting mixers to the market and we’re really looking forward to introducing consumers across the Island of Ireland to our product range, which are big on flavour, low in calories and contain absolutely no artificial ingredients.”
The line-up of Lixir Drinks’ tonics being brought to the Island of Ireland by Molson Coors includes Rhubarb & Ginger, Elderflower & Lemon, and Blood Orange & Cinnamon tonic waters, as well as Classic Indian, and Refreshingly Light tonic water. It also includes Ginger Beer, Ginger Ale and Soda Water.
The award-winning range of tonics and mixers are currently available across the UK on trade through several wholesalers. Lixir is the house mixer in Selfridges bars, as well as in renowned pub estates including City Pub Co and Mosaic Pub & Dining.