MolsonCoors appoints XSEM for three-year deal

Drinks company MolsonCoors has awarded its meetings and events remit to agency XSEM on a three-year agreement.

 XSEM senior project manager Nicola Holmes and MolsonCoors’ UK consumer marketing director, Alpesh Mistry
XSEM senior project manager Nicola Holmes and MolsonCoors’ UK consumer marketing director, Alpesh Mistry

MolsonCoors, whose signature brands include Carling, Coors, Cobra and Staropramen, has appointed the Yorkshire-based agency to handle numerous events and incentives, including briefs for the Premier League season after Carling was named as one of the football league’s new partners.

XSEM had previously delivered a string of successful events for the brand, which included incentive trips to New York and Prague.

"The team at XSEM has consistently exceeded expectations and understand fully that MolsonCoors is all about delivering the highest level of service to its customers," said Alpesh Mistry, customer marketing director, MolsonCoors. "They’ve challenged us to create bigger and better event experiences and have demonstrated clear commercial benefit to these. We’re thrilled to be entering this agreement with them."

Managing director at XSEM, Dan Bardgett, added: "The long term partnership agreement with MolsonCoors has come off the back of some inventive, well-planned and extremely successful events for their sales teams and customers.

"We’re thrilled to have developed this to a stage where they can see true commercial benefit of cementing a long-term relationship with us."

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