What began as the dream of two friends from Monaco has now entered a new chapter on the international stage…
Monte-Carlo Beer, founded in 2019 by Monegasque entrepreneurs William Sheffer and Anthony Orengo, has announced a partnership with Molson Coors, the world’s fifth-largest brewer, to bring its unique brand to the British market.
The collaboration was made official this summer at Molson Coors’ historic Burton brewery, and the launch has already begun with distribution in London and Birmingham. The cornerstone of the partnership is a new lager recipe developed specifically for the UK market—by far the most popular style of beer in Britain—while maintaining the brand’s distinctive Monegasque identity.
Speaking from Birmingham during Molson Coors’ annual sales conference, Sheffer described the scale of the announcement as “something we still have trouble realising,” with the pair preparing to present their story to 600 sales representatives. For the founders, the deal is both validation and an opportunity: “We always wanted to put Monaco forward in a different way—not just the yachts and glamour, but showing that two friends with big dreams can create something of quality,” Sheffer said.
The partnership has been two years in the making, with initial contact made through LinkedIn after Molson Coors executives were impressed by the Monte-Carlo Beer story and vision. Looking ahead, the brand hopes to build on its UK launch with further expansion into North America through Molson Coors’ established networks.
For now, the British venture marks a significant milestone for Monte-Carlo Beer, which has already won fans across Monaco and the Côte d’Azur. With its blend of local pride and international ambition, the brand is positioning itself as one of the Principality’s most promising global exports.
