Carlsberg has signed a deal to distribute leading Spanish lager brand Mahou in the UK, as the brewer looks to tap consumer demand for imported bottled beers.
Carlsberg will begin distributing Mahou 5 Estrellas lager across the UK from 15 November, after signing a deal with the brand’s Spanish owner, Mahou-San Miguel Group, the brewer said today (11 November).
The move is part of Carlsberg’s strategy to tap the emerging market for “world beers” in the UK; a category that has largely bucked a broader fall in UK beer sales in recent years. “Mahou ticks all of the boxes for the world beer category – the fastest growing sector in the beer,” said Carlsberg UK’s director of brands and insight, Paul Davies.
“It is a beer with real heritage in its home market and will really appeal to beer explorers who have a desire to try high-quality imported beers with genuine provenance,” he added. Mahou, launched in Madrid in 1880, is the leading beer brand by volume in Spain, where it commands an 18% market share.
A spokesperson for Carlsberg said that Mahou’s current distributor in the UK, C&D Wines, would continue to be involved with the brand. “They are retaining their exisiting customer base but we will be distributing Mahou to those customers – so it is a partnership in that area,” he told just-drinks.
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