Ireland: Barry & Fitzwilliam to distribute Paulaner beer in Ireland

According to drinksindustryireland.ie, Barry & Fitzwilliam has become the distributor of Paulaner in Ireland.

For the last twenty years, Heineken held the distribution rights to the German beer.

The move follows the recent sale of Heineken's 30% stake in the beer.

Paulaner, a wheat beer from Munich, has been brewed since 1634 and is Oktoberfest’s best-selling beer.

The beer is brewed in accordance with the Reinheitsgebot, Bavaria’s 500 year-old Purity Law.

Under this law, only four ingredients may be used in the brewing process; water, malt, hops, and yeast.

Considered an ideal summer beer, over two million litres of the beer leave the brewery each year destined for over 70 countries.

Plans to relaunch Paulaner as well as the non-alcoholic version into the on-trade in Ireland will take place when the on-trade returns to normality.

Speaking to Drinks Industry Ireland, Barry & Fitzwilliam managing director Michael Barry said, "We're going to concentrate on Paulaner and Paulaner 0.0% bottles for the summer but we'll be relaunching the draught product in September".

Barry & Fitzwilliam is Ireland's largest independent premium drinks distributor.

Representing a large portfolio of international brands, the company carries over 120 premium wines, spirits, and beer brands.

Operating from extensive warehousing and administration facilities based in Cork and Dublin, Barry & Fitzwilliam has a direct route to market and is committed to effective nationwide distribution with particular attention paid to customer care.

03 June, 2021