News

UK/US: Boston Beer Co ties with Shepherd Neame in UK

Most popular

Coca-Cola alcohol launch a statement of intent

Interview - Beam Suntory CEO Albert Baladi

Coca-Cola reaps rewards of CEO's innovation bet

Why are spirits brands still getting women wrong?

just-drinks meets Beam Suntory CEO Albert Baladi

MORE

US craft brewer Boston Beer Co has agreed a deal with the UK's Shepherd Neame that will see the Samuel Adams brand brewed outside its home market for the first time.

//i4.aroq.com/1/samuel_adams_logo2.jpg

Shepherd Neame said earlier this week that it will brew Samuel Adams Boston Lager under licence in the UK, for sale on draught from April. It already imports packaged Samuel Adams into the UK, but will replace 35.5cl US-style bottles with British 33cl and 50cl formats.

“The primary aim is to improve the freshness of the Sam Adams we’re offering to British beer drinkers,” said Boston Beer's founder, Jim Koch.

Graeme Craig, Shepherd Neame’s sales and marketing director, added: “We’re seeing growing interest in the US craft beer scene and we both felt this was a better way of doing things rather than an elongated supply chain.”

Craig also said that Shepherd Neame has ended contract-brewing for Carlsberg-owned Holsten Export after both parties mutually agreed not to renew the deal.


Sectors: Beer & cider

Companies: Carlsberg

Related Content

How did Boston Beer Co perform in Q1 2019? - results data

How did Boston Beer Co perform in Q1 2019? - results data...

Boston Beer Co to merge with Dogfish Head Brewery in US$300m deal

Boston Beer Co to merge with Dogfish Head Brewery in US$300m deal...

US on-premise

US on-premise "won't just snap back" from coronavirus wipeout - The Boston Beer Co...

How did The Boston Beer Co perform in 2019? - results data

How did The Boston Beer Co perform in 2019? - results data...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?