UK: Budweiser Brewing Group UK&I agrees to exclusively distribute Mahou beer brands in the UK

Budweiser Brewing Group UK&I has announced a new partnership with Spanish lager brand Mahou, Better Retailing reported on June 4.

The partnership will see the supplier be exclusively responsible for the sale, marketing and distribution of Mahou in the UK across retail and hospitality, from 19 July.

Mahou Cinco Estrellas is the flagship brand of the Mahou-San Miguel brewery in Spain, and is Spain’s no.1 beer across the on- and off-trade.

Budweiser will support the beer’s rollout with an investment programme over the coming months.

Paula Lindenberg, president of Budweiser Brewing Group UK&I, said: “Mahou is an incredibly exciting addition to the Budweiser Brewing Group family. Consumer preference for premium brands has continued to accelerate in the UK, with World Lager as the fastest growing beer segment.

“Through our partnership with Mahou, we’re excited to offer a truly authentic and super premium Spanish World Beer to our customers, bolstering our portfolio to provide the strongest brands to best fit evolving consumer trends.”

Erik d’Auchamp, international business unit managing director at Mahou San Miguel, added: “The growing popularity of World Lager provides a big opportunity for retailers and pubs alike and Mahou Cinco Estrellas offers something truly unique in the World Lager Space; a contemporary beer reflecting Spain’s welcoming and extroverted approach to life.”

03 June, 2021