Cervezas Alhambra, the premium Spanish lager, and Fuller, Smith & Turner, the London brewer and pub company, have announced the signing of a distribution agreement creating a long-term commercial partnership.
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 and 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.
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 re-interpreting and adapting its beer to modern times.
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, said: “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.”
Simon Treanor, sales director at the Fuller’s Beer Company, added: “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.”
