Financial Times

3 Coins ends competitor monopoly at SSC

Specialty brewer Three Coins has been granted selling rights at the Sinhalese Sports Club (SSC) ending a 15-year sponsorship-based brand monopoly at this club.

Announcing this decision, which took effect in August a spokesman for the SSC said: "The SSC as a matter of policy has decided to shift from permitting any sponsor to enjoy monopolistic or exclusive sales rights for their products at the club premises."

The spokesman said an agreement signed by the club with the Three Coins Company permits the sale of the range of 3 Coins beers at the club along with other existing products.

"Competition of this nature will offer our members the facility to enjoy a wider range of different products with also possible price advantages," the spokesman added. "Offering a wider choice will result in greater customer satisfaction."

Hailing the SSC's decision as a victory for right over might, Three Coins Vice President Business Development Jayantha Gunasekera said: "It's great to be back at the hallowed precincts of the SSC, after a lapse of about 15 years. For the club's eminent members and their guests too, this is a victory -- they have at last won the right to enjoy world-class specialty beers at the SSC."

The entry of Three Coins to the SSC is timely for the club's members in the context of recent achievements of this specialty brewer. Earlier this year two of the company's products, Irish Dark and All-Malt lager, won Silver and Bronze respectively at the Australian International Beer awards, the biggest beer competition in the world. The company has also been greatly encouraged by the success of its specialty beers exported to Australia.

"The SSC's decision today, to end the monopolistic exclusivity enjoyed by our mass-market competitor, means that these award-winning beers from Three Coins can now be enjoyed by beer aficionados in the great ambience of this club. Soon many of them will agree that 3 Coins is the only currency that matters," Mr. Gunasekera said.

The Three Coins range of specialty beer includes All-Malt Lager, 3 Coins Irish Dark (3CID), 3 Coins Riva bottle re-fermented White beer and Sando Stout. These products are available on tap as well as in stylish stubbies and cans.