Super Bock will join the Cellar Trends world beer portfolio from 1st April 2021. It’s been a staple in the Portuguese market since the 1990s and Cellar Trends’ vision is to build upon the existing off trade footprint in the UK and grow the brand in on trade channels utilising a range of SKU formats including draft.
Said Katie Warren, Cellar Trends Marketing Director, “Super Bock is a fantastic addition to the Cellar Trends portfolio, strengthening our presence in the World Beer category alongside Chang beer with whom we have enjoyed working with since 2017. We are absolutely delighted to have the chance to unlock growth for Super Bock by utilising their compelling brand positioning and inspirational communication platforms.”
Ricardo Figueiredo Silva, Commercial Director at Super Bock, added, “Super Bock Group focuses on building true partnerships. We’re proud to enjoy long term commercial partnerships worldwide; something we want to replicate with Cellar Trends. We believe they are the right partner, with the skills to support us in building a strong international expansion strategy of the Super Bock brand.
“The UK is a strategic market for us, having good potential to grow through one of its main communication platform strategies: music. We strongly believe our new partnership with Cellar Trends will allow us to build on the success of the brand to date and to expand our brand throughout the UK.”
Miller Brands UK (MBUK) first half results show that the companies volumes grew 5% across the UK. The company say this is the result of “increased rate of sale, impactful marketing initiatives and good weather over the summer period.” MBUK also reported 11% Net Producer Revenue (NPR) growth on trading for the six months ending September 2014.
Continued growth of Italian style brand, Peroni Nastro Azzurro has seen it maintain its position as the number one premium lager brand by value in the On-Trade, with a value share of 33% within the World Beer category. New innovations such as Piccola, a new 25cl bottle launched in June 2014 – aimed at pre-dinner drinks continue to drive desire for world beer, across a variety of drinking occasions.
Czech brand Pilsner Urquell strengthened its position with volume growth of 19% through continued impact of Wooden Barrel sampling. While on draught – easy-drinking flavoursome Czech brand Kozel experienced a strong first half with 27% volume increase. The company also revealed that Belgian Abbey beer St Stefanus, which is brewed and imported from Ghent will now be available nationally though Matthew Clark.
Gary Haigh, Managing Director of Miller Brands UK, said, “The industry has long suffered declining volumes and it’s great to be supporting the recovery of this with brands such as Peroni Nastro Azzuro, Pilsner Urquell and Kozel. These brands carry heritage whilst continuing to innovate therefore driving the category forward and exciting new consumers to world beer.”