The agreement will see Carlsberg continue to sell the Czech Pilsener until the end of this year (27 Dec 2015), when Molson Coors takes on sole distribution.
Molson Coors will be able to sell Staropramen to their direct free-trade customers from 31 July 2015.
Molson Coors acquired StarBev in 2012, which included the Staropramen brand that has sales in more than 40 countries worldwide. Staropramen will join Grolsch and Cobra on the firm’s UK portfolio, with the hope it can assist in capitalising on the 11% value and volume growth in the world beer market.
Martin Coyle, marketing director for Molson Coors UK & Ireland said: “We have seen growth in the Staropramen brand throughout our European business and around the world and there is a continued appetite for world and premium beers in the UK.
“By bringing the brand into the portfolio we are able to provide our customers a more comprehensive and premium drink offer.”
James Lousada, chief executive officer, Carlsberg UK, said: “Our priority in the World Beer category is San Miguel, which has seen volume growth of 105% over the past five years, complemented by a wider World Beer portfolio which includes Poretti and Mahou.”