Morgenrot adds Alhambra Reserva Roja to its portfolio

12 December, 2017

Morgenrot has strengthened its Spanish beer offering by becoming the exclusive importer of Alhambra Reserva Roja.

The beer, which is described as a “one-of-a-kind Bock-style beer”, comes from the artisan brewery Alhambra, which has gained a reputation for producing flavour-rich beers since 1925.

The variant, which is presented in an embossed bottle like its sister brand, Alhambra Reserva lager, offers “real strength and personality”, according to importer Morgenrot.

Commercial director, John Critchley, said: “The Alhambra name is already known and loved in restaurants, bars and pubs around the UK so we are thrilled to be the exclusive importer of this new and surprising addition to our portfolio. Alhambra Reserva has to be Spain’s most loved super premium beer so we expect big things from its brother, the Roja, which provides equal amounts of intrigue, pleasure and satisfaction.”

The Bock-style lager is reddish in colour and “full of delicate notes”. It has a balance of roasted malt and ripe fruit flavours, with a slightly bitter edge from the hops.

The 7.2% abv Alhambra Reserva Roja is priced at £35 for 24 x 33cl bottles. 




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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