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Morgenrot seals Spanish deal

On-trade beer specialist the Morgenrot Group has widened its rapidly-expanding portfolio of premium brands with the addition of Cruzcampo, the biggest selling beer in Spain.

Having grown Cruzcampo’s on-trade sales by 26% in 2010, Morgenrot has secured an exclusivity agreement with Heineken to distribute, develop and grow the brand further in the UK.    

In partnership with brand-owner Heineken, Morgenrot will be using this summer’s al fresco season as a launch-pad to ramp up Cruzcampo draught installations in the pub, bar, restaurant and club sectors

Graham Archibald, Morgenrot’s senior national account manager, said: “The interest for Cruzcampo from the on-trade has been phenomenal in the past 12 months and we are excited to be working closely with Heineken as we look to drive awareness, listings and sales in order to make it the principal Spanish lager in the UK.”

Heineken’s Naheed Younis, area export manager, added: “In its homeland, where it is the leading beer brand, everyone associated with Cruzcampo is immensely passionate about it, so it is great to working with a company like Morgenrot who not only share that passion but who have the distribution, experience, contacts and marketing expertise to ensure further growth.”

Ben McFarland, 13.05.2011

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