Morgenrot adds Fischer to line-up

26 November, 2010

Wine and beer importer Morgenrot has taken on the UK distribution for Heineken-owned French beer brand Fischer.

The brand joins Morgenrot’s world beer line-up which includes Spain’s Cruzcampo and Alhambra, and the German brands Krombacher and Kaiserdom.

The range from Strasbourg-based Fischer comprises Fischer Tradition, a golden lager at 6% abv, and Fischer Reserve Ambrée, a 6.3% amber beer. Both beers come in 65cl swing-top bottles.

Senior national account manager Graham Archibald said: “The Fischer brand completes what has been a hugely successful world beer expansion for our company in 2010.

“The Fischer brand offers unrivalled quality and will appeal to discerning beer drinkers, UK consumers who have holidayed in France and consumers who enjoy French cuisine.”




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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