James Clay becomes sole UK importer of Super Bock beer

Portugal’s leading lager will arrive on UK shores through exclusive partner James Clay and Sons, based in Yorkshire, from this month.

Importer and brand manager James Clay and Sons, which already has breweries including Stone Brewing, Schneider Weisse, and Chimay on its books, has struck an exclusive deal with Super Bock to bring the Portuguese lager to the UK.

“Super Bock Group favours building true partnerships and is proud to have long commercial partnerships worldwide,” said Ricardo Figueiredo Silva, commercial director at Super Bock.

“This is the company’s goal when partnering alongside James Clay & Sons, a strong step towards the international expansion strategy for the Super Bock brand.”

Created in 1927, Super Bock has been the Portuguese market leader since the 1990’s whilst also becoming a global brand, now selling over 3 million hectolitres across more than 50 countries.

According to Figueiredo Silva, the UK is a key strategic market for Super Bock, having been identified as having “great potential to grow, given its enthusiasm for the world lager category” and the number of British tourists who are familiar with the brand following trips to Portugal.

He said: “We strongly believe James Clay & Sons is the right partner, given its proven track-record in building strong brands in the market, to help us grow the brand in the UK. It is, therefore, with confidence and enthusiasm that we signed this partnership. We strongly believe this will allow us to leverage the work that we have been doing in the country and, thus, to expand our brand throughout UK.”

Matthew Eyre, head of sales for James Clay added: “The world lager category has seen a meteoric rise over the last few years in the on-trade. Currently the second largest category in draught beer and accounting for some 18% of overall keg volume, world lager seems set to continue its rapid growth. We are therefore delighted to be able to announce that Super Bock, the iconic beer of Portugal is joining James Clay & Sons.

“As the best selling beer in Portugal and with the country receiving more than 2 million visits from the UK in 2022 it’s certainly a beer that will be well known to many consumers and we look forward to contributing to its continued success in the UK.”

James Clay and Sons will list Super Bock in 30L Kegs, cases of 24x50cl cans, and both 24x33cl and 12x66cl bottles.