Cervezas Alhambra, the premium Spanish lager, and Fuller, Smith & Turner, the London brewer and premium pub company announce today [October 13, 2016] the signing of a distribution agreement creating a long-term commercial partnership between Cervezas Alhambra’s award-winning portfolio of brands and Fuller’s distribution business.
Under the agreement, Fuller’s is appointed distributor of Cervezas Alhambra’s products including; Reserva 1925 (World’s Best Premium Lager, World Beer Awards, 2009) and Especial within the on and off trade channels, supporting Cervezas Alhambra’s ambitious growth targets in the UK, creating additional scale for one of Spain’s best loved breweries.
Both the Cervezas Alhambra Reserva 1925 and Especial have been praised by industry experts and won a plethora of awards for their liquid and style. Most recently awards have included – 2016 Superior Taste Award – 2 and 3 Golden Stars respectively, by the International Taste & Quality Institute and 2015 Design & Packaging Supreme Champion, at the International Beer Challenge. Recent wins also include Alhambra Reserva 1925 as Country Winner in the Strong category at World Beer Awards and a Silver Medal in Czech-style Pale category for Alhambra Especial at the same competition. The brands will be an excellent addition to Fuller’s existing award-winning portfolio of beers and cider.
Cervezas Alhambra is regarded as one of the leading breweries in Spain. From its home in Granada the master brewers have been brewing beer for nearly 100 years. The brewery remains faithful to its traditions while reinterpreting and adapting its beer to modern times. This is the way of Cervezas Alhambra, uncovering the soul of Spanish crafted beer.
Cervezas Alhambra is part of Mahou San Miguel, a 100% Spanish-owned family brewer that is a leader in the sector in Spain and the most international Spanish Beverage company.
Cervezas Alhambra Area Director, Santiago Fernandez Soriano commented “The UK market is the leading territory outside of mainland Spain and we want to maximise the opportunity for consumers to choose our products. The on and off trade channels are an essential part of our strategy, and we were keen to support our growth ambitions in these areas.”
“Fuller’s has an extensive distribution network and field resource. Our partnership with Cervezas Alhambra will enable us to provide increased and focused support to our trade customers and to jointly develop plans that drive sales within the Spanish beer category.”
Simon Treanor, Sales Director at The Fuller’s Beer Company, said: “We identified a gap in our current portfolio and have been looking for a brand partner with similar culture and values. Alhambra is a high quality beer, brewed with a passion to rival our own and we are delighted to be working in partnership with Mahou San Miguel, a prestigious and established global company.
“We are always looking for innovative ways to build on our strong sales capability to drive a wider portfolio and also expand our existing customer relationships. This distribution partnership is an example of that.”
The distribution agreement is effective October 2016.
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For more information, please contact:
Alhambra: Richard Thiardt at Wild Card –firstname.lastname@example.org
Fuller’s: Georgina Wald, email@example.com
Notes to Editors:
Mahou San Miguel
100% family-owned Spanish Company, leader in our country’s beer industry with a 35,5% share in production. It has eight brewing centres, seven in Spain and one in India, two water springs along with their packaging plants, and a team of more than 2,800 professionals.
The firm’s history dates back almost 125 years, beginning with the birth of Mahou in 1890. Since then, it has never stopped growing. In 2000, Mahou bought San Miguel. In 2004, it incorporated Canary Islands brand Reina and in 2007, Cervezas Alhambra. It also diversified its business with the acquisition in 2011 of Solán de Cabras. The company’s extensive national beer portfolio includes Mahou Cinco Estrellas, San Miguel Especial, Alhambra Reserva 1925 or pioneering products in their category such as San Miguel 0,0% and San Miguel ECO. It also has a wide range of international beers as a result of agreements with partners such as Carlsberg and Warsteiner, among others.
Fuller, Smith and Turner P.L.C. is an independent traditional family brewer founded in 1845 and is based at the historic Griffin Brewery in Chiswick, London, where brewing has taken place continuously since 1654. The Company runs 196 Tenanted Inns and 194 Managed Pubs and Hotels, with a focus on delicious fresh, home-cooked food, outstanding cask and craft ale, great wine, and exceptional service. The Company also has 665 boutique bedrooms in its Managed estate. The Fuller’s pub estate stretches from Brighton to Birmingham and from Bristol to the Greenwich Peninsula, including 173 locations within the M25. In 2014, Fuller’s acquired a 51% stake in The Stable, a craft cider and gourmet pizza restaurant business and has recently increased this to 76%. The Stable has 14 sites in England and Wales.
The Fuller’s Beer Company brews a portfolio of premium beers including London Pride, Oliver’s Island, ESB, Organic Honey Dew and Frontier Craft Lager. In 2013, the Company acquired Cornish Orchards, a craft cider maker producing a range of award-winning ciders and premium soft drinks. Fuller’s is also the UK distributor for Sierra Nevada, the premier US craft beer. In December 2015, Fuller’s acquired a 51% stake in Nectar Imports, a wholesale drinks business.
Corporate Communications Manager