Cave Direct signs deal to distribute Stiegl in the UK
Beer distributor Cave Direct has an agreed an exclusive partnership with Austria’s independent brewery Stiegl.
The agreement, which follows news that Stiegl’s former UK distributor Euroboozer is seeking investment or a sale of the business, will see Stiegl’s beers, including its flagship Goldbräu Lager and Grapefruit Radler retain its place within venues and upon beer shelves across the nation.
Speaking to the drinks business, Cave Direct stock coordinator and specials buyer Benjamin Selby said: “Euroboozer has done a good job establishing Stiegl in the UK. However, due to market conditions, Stiegl were exploring alternative partners.”
Selby explained: “We went through a selection process and were proud to be chosen as the right long-term partner to handle and grow the brand.”
Selby highlighted how Cave Direct is a national distributor and told db that because it can set about “reaching all areas of the UK” through its “distribution hubs, direct delivery routes and strong sales team” the business “can now bring Stiegl to more customers and develop the brand for its next phase”.
Selby pointed out that “as a 46 year old importer we have longstanding relationships in both the on- and off-trade and have developed multiple brands in the market” and noted that it is this “expertise” that will “ensure Stiegl will continue to grow and flourish across the UK”.
Partner Content
To maintain the longevity of Stiegl accounts and on shelves across Britain, Selby explained: “Stiegl is an extremely strong brand with great loyalty in the market we will be working collaboratively with Stiegl to ensure supply is not affected and customers can continue to find Stiegl in the favourite venues here in the UK”.
Stiegl remains to be one of Europe’s oldest privately-owned breweries, widely-respected for its commitment to traditional brewing techniques, natural ingredients, and exceptional product quality.
Cave Direct director Laurence Smale also hinted that the new deal will also allow Cave Direct full ability to “support Stiegl with focused brand-building activity in the UK, including staff training, in-market activations, and trade events.”
Highlighting the change of proceedings for distribution, Stiegl Brewery export director Florian Schmidhuber said: “At Stiegl, we’ve remained proudly independent since 1492, with a deep-rooted commitment to quality, tradition, and doing things the right way. That’s why we’re so pleased to be partnering with Cave Direct, whose own rich history, independent spirit, and dedication to exceptional beer make them a perfect match for Stiegl.”
Giving a nod to the future, as well as what the brewery upholds, Schmidhuber added: “Together, we look forward to sharing our beers with more people across the UK who value authenticity as much as we do.”
For trade enquiries connected to stocking Stiegl in pubs, bars and bottle shops, operators and buyers are urged by its team to contact Cave Direct from now on.
Related news
UK hospitality spending slows in June but Cardiff shines
