Managing director Rick Hercules said the company’s sales operation was being revamped, with a shift in emphasis away from big off-trade customers and further towards the on-trade.
Director of imported beer Michael Cook is no longer with the company, and Hercules said that arrangements were being made to replace two of the three imported brands which left the company’s lists recently – Spain’s Alhambra and Argentina’s Quilmes, which went to Morgenrot, and Australia’s Coopers, which signed an exclusive UK distribution deal with Bibendum last week.
Hercules said: “It’s really not in our interests to supply the big supermarkets because they mess you about, so we’re focusing much more on the on-trade, which is where we do most of our business.” He said the existing beer brands had all moved for “political reasons”.
Coopers marks Bibendum’s first move into beer and the specialist wine importer said it would be a one-off.
Coopers has an affinity with wine in Australia where it has been advertised as “the beer the wine trade chooses”.