23rd January, 2014 by Lauren Eads
Bath Ales has signed a Russian export deal targeting the off-trade including “high-end” supermarkets in a bid to boost overseas sales.
The UK independent brewer has signed a long-term deal with an undisclosed Russian exporter making the continent its largest export market after New Zealand.
Bath Ales shipments to overseas markets doubled in 2013 with pans to repeat their success in 2014.
Moussa Clarke, export manager, said: “Demand for quality craft beer overseas is booming and we’re confident the quality of our products will see us deliver further success.
“We currently export to countries as far away as Mexico, Brazil and New Zealand as well as closer to home in Europe, and this year we’re planning to significantly increase our distribution abroad.
“We’ve been working hard to build our reputation overseas.
“This new deal sets the tone for what we can achieve.”
The deal will see the brewery’s flagship beer, Gem, as well as Wild Hare, Dark Side and Barnsey exported to the Russian off-trade market with a specific target on high-end supermarkets.
Robin Couling, managing director at Bath Ales, said: “The reputation of British brewing overseas is arguably at an all-time high, though many brewers do not capitalise on the opportunity.
“Currently only about 17% of breweries in the UK export their beer overseas so we’re one of the pioneers and there are huge benefits to be gained.”
Bath Ales was established in 1995 and currently produces just over 20,000 barrels a year from 11 sites across the South West.
The deal makes Russia the brewer’s biggest export market, followed by New Zealand and Brazil.