Theakston’s and Swinkels reveal UK on-trade sales partnership
Yorkshire’s T&R Theakston has partnered with Swinkels UK, the subsidiary of Netherlands-based Royal Swinkels, to offer UK pub and bar operators a broader range of beers. db finds out more.
The deal, which sees two independent family breweries which have more than 500 years of combined brewing heritage, joining forces set to strengthen both businesses’ UK presence.
Open-ended arrangement
The “open-ended arrangement” will launch on 3 November and will see Theakston’s representing Swinkels’ portfolio in the UK on-trade.
Speaking to the drinks business, T&R Theakston chairman, Simon Theakston said: “The partnership relates to the UK on-trade market only and our international business will continue to be managed independently. By collaborating with Swinkels UK in this open-ended arrangement, we are able to grow the number of field-based representatives selling a wider range of our outstanding Theakston cask and keg ale products, and a selection of highly popular beers brewed by Royal Swinkels.”
Theakston’s cask and keg range includes beers such as Old Peculier and Theakston Best Bitter and will be joined by Swinkels’ brands such as Fruitage by Rodenbach; global pilsner Bavaria; La Trappe Trappist beers; and Uiltje Brewing’s brews such as Juicy Lucy NEIPA.
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Complementary portfolios
Royal Swinkels chief commercial officer Gijs Swinkels explained: “As two independent, family-run brewers, we share the same approach to quality, service and long-term commitment. Together we will strengthen our UK presence and deliver more value to customers.”
Theakston told db: “We are thrilled to have formed a partnership which not only strengthens and grows the national representation of both brands throughout the UK’s on-trade but also enables licensees to gain greater access to market leading beers.”
Theakston added: “Our portfolios perfectly complement each other, and this partnership enables us to offer a broader, more diverse selection to our customers while growing our national footprint together.”
Theakston’s recently marked its third consecutive year of growth. The brewery saw a pre-tax profit of £271,000 in 2024, reflecting an increase from £248,000 compared to the previous year and three years of fiscal growth.
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