James Clay and Sons, of West Yorkshire, has signed a long-term import and UK distribution agreement with Augustiner-Bräu, of Munich, Germany.
“Augustiner’s unrelenting commitment to perfection is a powerful reminder that truly inspirational breweries have quality at their heart, not sales and profit,” said James Clay.
“The trust in James Clay and Sons to represent Augustiner’s values in the UK provides a great sense of pride. We make a public commitment to uphold their ethos throughout our long-term partnership.
“We seek quality, heritage, and authenticity in our partnerships, and few breweries exemplify this more than Munich’s Augustiner.”
The partnership aims to protect the quality standards of Augustiner by ensuring the freshest compliant stock for UK consumers. As part of this, stock will move to non-returnable packaging to be recycled in the UK, cutting out inefficient return logistics and associated carbon footprint.
In line with post-Brexit regulations, ‘James Clay and Sons’ will be printed on bottles label as the official importer. Customers will have full access to Augustiner-Bräu official glassware and the merchandise range, helping to ensure a perfect serve, in the perfect environment for the first time.
“For approaching half a century, I have dedicated my professional life to sourcing the world’s finest beers and sharing them with discerning beer drinkers in the UK,” said Ian Clay, founder of James Clay and Sons.
“This partnership with Augustiner perfectly embodies the mission. Augustiner Helles is the pinnacle of lager brewing. Its meteoric growth in recent years demonstrates a deep appreciation for their beers in the UK and provides a platform for the next chapter for the brand. We are proud to become part of their story, which dates all the way back to 1328.”
Under the agreement, bottles of Augustiner Helles and Augustiner Edelstoff will be permanently available, alongside specials and seasonal beers, Pils, Weissbier, Dunkel Helles, Bock, and Maximator.
