Anheuser-Busch InBev has secured a deal to distribute Kopparberg’s flagship cider brand in the UK on-trade.
The brewing giant’s Budweiser Brewing Group arm will take on the rights from 28 May.
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“The move will allow Kopparberg to tap into Budweiser Brewing Group’s extensive on-trade distribution network and enhance the brewer’s market-leading super-premium portfolio in the on-trade,” Budweiser Brewing Group said.
Sweden-based cider specialist Kopparberg has an 18.5% share of the flavoured cider category in the UK on-trade, according to Nielsen data cited by AB InBev.
The world’s largest brewer said the distribution agreement will “allow” more on-trade locations to stock Kopparberg in both its bottled and draft formats.
Kopparberg will continue to brew its cider brand in Sweden and export it to the UK. The manufacturer will also continue to handle the brand’s marketing and promotional strategy in the country.
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By GlobalData“We are proud to already offer world-favourite cider brands to consumers in the UK with Magners and Orchard Pig and are confident that making the much-loved Kopparberg more widely available in the on-trade will enable category growth and provide more choice for consumers alongside the rest of our portfolio,” Brian Perkins, president of Budweiser Brewing Group in the UK and Ireland, said.
Kopparberg noted that it will continue to distribute directly to a few “select” undisclosed venues.
