Fuller’s has announced it has signed a distribution agreement with premium Spanish lager Cervezas Alhambra.
The company said that new agreement would create a “long-term commercial partnership between Cervezas Alhambra’s award-winning portfolio of brands and Fuller’s distribution business”.
Under the agreement, Fuller’s has been appointed distributor of Cervezas Alhambra’s products, including Reserva 1925 – voted world’s best premium lager in the World Beer Awards in 2009 – and Especial within the on and off-trade channels.
Fuller’s sales director Simon Treanor said: “We identified a gap in our current portfolio and have been looking for a brand partner with similar culture and values. Alhambra is a high-quality beer, brewed with a passion to rival our own, and we are delighted to be working in partnership with Mahou San Miguel, a prestigious and established global company. We are always looking for innovative ways to build on our strong sales capability to drive a wider portfolio and also expand our existing customer relationships. This distribution partnership is an example of that.”
