The beer is one of the biggest world lager brands in UK pubs according to CGA, and Thwaites hopes to build sales in both the off- and on-trades.
Thwaites managing director Steve Magnall said: “As Germany’s most famous independent brewer, Warsteiner has a global reputation for brewing excellence. Thwaites securing the rights to one of the world’s great lager brands is a great endorsement of our capability to develop and manage a brand that represents premium German craftsmanship in the UK beer market.
“Warsteiner’s contemporary and premium brand image is underpinned by all marketing activity, including its long history of international sponsorships and partnerships in the sporting, cultural, design, festival and culinary worlds.”
Warsteiner is a family-owned brewer that has been operating since 1753 and now produces some 4.5 million hl a year, making more than €530 million. Its sponsorships include golf’s PGA European Tour.
Warsteiner Group managing partner Catharina Cramer said: “The exclusive partnership with Thwaites effectively strengthens our presence in the UK. We have great confidence in the distribution capacity of Thwaites and are happy to have another family-run company as an additional international partner at our side.”