Mahou San Miguel has switched the UK distribution of its Cervezas Alhambra beer brand to brewer and pub operator Fuller, Smith & Turner.
The portfolio, which comprises the Reserva 1925 and Especial expressions, will be handled by Fuller's in the country from later this month. The UK company replaces Morgen Rot as Alhambra's distributor.
Under the agreement, announced late yesterday, Fuller's will supply the beers in both the on- and off-premise channels. Further details of the "long-term" partnership were not disclosed.
"The UK market is the leading territory outside of mainland Spain," said Alhambra's area director, Santiago Fernandez Soriano. "We want to maximise the opportunity for consumers to choose our products. The on- and off-trade channels are an essential part of our strategy, and we are keen to support our growth ambitions in these areas."
Privately-owned Mahou San Miguel is the beer market leader in its home market of Spain. Earlier this year, US craft brewer Founders Brewing Co, in which Mahou holds a 30% stake, signed a UK distribution deal with brewer Charles Wells.
Mahou San Miguel, Spain's beer market leader – just the Facts
Sectors: Beer & cider
