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SPAIN: Warsteiner picks Mahou-San Miguel for Iberian distribution

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The Warsteiner Brewery has teamed up with Mahou-San Miguel Group in the Spanish, Portuguese and Andorran markets.

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The Germany-based private-owned brewer confirmed today (17 September) that it has switched its distribution of the Warsteiner Premium Verum brand from “about two dozen free beverage distributors” to Mahou-San Miguel in the three countries. The partnership, which takes effect from 20 September, will see the Spanish firm market Warsteiner in hotels and restaurants as well as in the Spanish food retail sector.

Mahou-San Miguel's beer market leadership in Spain, as well as Warsteiner's “strategic focus to expand its international business via international brewery partnerships” were the main motivations behind the tie-up, Warsteiner said.

“The partnership with Mahou-San Miguel effectively strengthens our presence in south-western Europe,” said Oliver Jaensch, sales director at Warsteiner International. “We have great confidence in the distribution capacity of Mahou-San Miguel and are happy to have another family-run company as an additional international partner at our side.”

Last year, Mahou-San Miguel teamed up with Carlsberg in the UK for its namesake beer brand.


Sectors: Beer & cider

Companies: Carlsberg

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