Fullers to distribute Cervezas Alhambra
Fullers, Smith & Turner has announced it has been appointed as the distributor of Cerbezas Alhambras products in the UK’s off and on-trades.
Under the terms of the agreement, the London brewer will now be responsible for the premium Spanish lager brand’s beers, including the award-winning Reserva 1925 and Especial.
The Granada-based brewer has been making beer in Spain for nearly 100 years, using traditional methods, while also “reinterpreting and adapting its beer to modern times”.
Cervezas Alhambra is part of Mahou San Miguel, a 100% Spanish-owned family brewer.
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 Treranor, sales director at The Fuller’s Beer Company, said: “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.”
The distribution agreement is effective this month.