XSEM to get the meetings in for MolsonCoors

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International drinks company MolsonCoors has awarded its meetings and events remit to Yorkshire-based XSEM agency.

MolsonCoors, whose signature brands include the likes of Carling, Coors, Cobra and Staropramen, has signed a three-year agreement with the Leeds-based conferencing and incentive travel specialists.

In the last two years, XSEM has organised and executed a range of incentive-led trips for MolsonCoors, including visits to New York and Prague.

Managing director at XSEM, Dan Bardgett said: “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.”

Alpesh Mistry, customer marketing director at MolsonCoors added: “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. 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.”

The contract means XSEM will also be handling event-led and ticketing briefs for the new Premier League season, with Carling having been named as one of the league’s new partners.

XSEM, which was founded by Bardgett and co-owner Michael Gwilliam 12 years ago, employs 17 staff from its base in Leeds, has its own dedicated golf services division.

Caption:  XSEM senior project manager Nicola Holmes and MolsonCoors’ UK consumer marketing director, Alpesh Mistr

Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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