Molson Coors bought Staropramen’s parent company Starbev in 2012 and is focusing on the growing world beer category in the UK.
Marketing director Martin Coyle 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 Staropramen brand into the Molson Coors UK portfolio we are able to provide our customers with a more comprehensive and premium drink offer that we hope will delight the UK’s beer drinkers.”
Carlsberg is going to centre its world beer strategy around San Miguel.
Chief executive James Lousada said: “We are proud of the performance we have delivered on the Staropramen brand since we secured the licence four years ago but it represents a very small proportion of our overall sales. Our priority in the world beer category is San Miguel, which has seen a phenomenal volume growth of 105% over the past five years, complemented by a wider world beer portfolio which includes Poretti and Mahou.
“With this sale concluded, we can now look to invest further to grow our current world beer portfolio, focusing on super premium lager Mahou and Italian beer, Poretti, while continuing our wider focus on core brands Carlsberg and Carlsberg Export, Somersby cider and flavours, and our range of craft and speciality beers.”