The seven-figure, three-year deal commences on 1 October and follows a review by the brewery of its printing arrangements.

Miles Toulson-Clarke, a board member at Williams Lea, said: "We understand the current pressures manufacturers of consumer-related goods are facing. Differentiation is paramount to business success, but this has to come from every stage in the supply chain."

Coors is looking to save costs across its print supply chain and to also standardise processes across its business and has briefed Williams Lea's print outsourcing division to "leverage marketing innovation and technology".

Toulson-Clarke added: "By working alongside Coors' marketing team, we plan to draw on each other's market experience to create an unrivalled marketing print offering that will bring Coors close to its customers."

Hector Taylor, Coors' head of strategic sourcing, said: "We selected Williams Lea as they clearly understood the market we operate in and our business challenges, and they demonstrated the proven global experience to add value to a business of our size and complexity.

"Every business has to work smarter and challenge the way it operates, and Williams Lea gave us the confidence that we could collectively achieve this."

He added: "Beyond the harder benefits, they also articulated clearly that there is a strong focus on people development, something that is mirrored in our organisation."