Morgenrot wins new Cruzcampo deal

Speciality beer importer Morgenrot has won UK exclusivity for the distribution of the Spanish beer brand Cruzcampo.

Morgenrot had previously been operating as one of a network of wholesale suppliers, but has now been given the exclusive rights in a deal with brand owner Heineken.

The importer said the move followed a 16% increase in take-home sales of the brand last year and that it would be looking to drive sales of a 1-litre bottle in multiples and independents in 2011.

Senior national account manager Graham Archibald said: “The larger bottle format is something we believe will fill a real gap in the retail sector and is part of our summer campaign to get people to approach beer as they do wine, by sharing it.”