News

UK: Carlsberg to sell Mahou lager

Most popular

Another drinks CEO steps down - But, why?

Pernod Ricard Performance Trends 2014-2018 - data

What's coming up in soft drinks in 2019?

What's coming up in spirits in 2019? - Predictions

MORE

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.


Sectors: Beer & cider

Companies: Carlsberg

Related Content

Mahou San Miguel prepares China re-entry as premium beer heats up

Mahou San Miguel prepares China re-entry as premium beer heats up...

Brooklyn Lager added to Carlsberg's Draughtmaster system amid UK upgrade

Brooklyn Lager added to Carlsberg's Draughtmaster system amid UK upgrade...

Mahou San Miguel defends India presence, targets US craft for international footprint growth

Mahou San Miguel defends India presence, targets US craft for international footprint growth...

Mahou San Miguel, Spain's beer market leader – just the Facts

Mahou San Miguel, Spain's beer market leader – just the Facts...

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?