UK distribution of beers from Belgian independent brewer Haacht is transferring to wine and beer importer Morgenrot from January.
The move will build on the fast-growing UK popularity of Haacht’s beers, which include the Super 8 modern craft range, Primus, the original Belgian pilsner, and Tongerlo Abbey-style beers.
Subsidiary business Haacht Brewery UK will be wound up, with responsibility for all sales, marketing, and brand support transferring to Morgenrot.
“Sales of our range have grown substantially since we launched the beers into the UK market two years ago, and our new import and distribution partnership with Morgenrot will enable us to step up another gear,” said Matthew Langley, of Haacht.
“Market access is one of the biggest challenges facing any independent brewer in the crowded and competitive UK market. Where our beers are available, they’re proven sellers in pubs, bars, taprooms, and independent retailers, and working with Morgenrot will enable us to expand distribution more quickly than we could do alone.”
He added: “The fact that Morgenrot already distributes a number of premium beer brands from around the world was a big factor in choosing them to take our range. They understand how to sell and market beers to UK stockists in the on- and off-trade, and the importance of brand support such as bespoke glassware.”
John Critchley, of Morgenrot, said: “We’re delighted to be working with Haacht, one of Belgium’s largest family brewers with a reputation for quality beers. Their range is complementary to our established portfolio of premium imports and will enable us to offer customers a broader choice of beers, whether they are buying for a pub, tap room or bottle shop.”
