Morgenrot wins new Cruzcampo deal

07 April, 2011

Speciality beer importer Morgenrot has won UK exclusivity for the distribution of the Spanish beer brand Cruzcampo.

Morgenrot had previously been operating as one of a network of wholesale suppliers, but has now been given the exclusive rights in a deal with brand owner Heineken.

The importer said the move followed a 16% increase in take-home sales of the brand last year and that it would be looking to drive sales of a 1-litre bottle in multiples and independents in 2011.

Senior national account manager Graham Archibald said: “The larger bottle format is something we believe will fill a real gap in the retail sector and is part of our summer campaign to get people to approach beer as they do wine, by sharing it.”

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