UK firms look to boost Alhambra

Two UK drinks importers, Amathus and The Morgenrot Group have joined forces to strengthen the hand of Spanish beer brand Alhambra in the UK.

Alhambra’s quintet of craft beers have been taken under the wing of the two companies with Morgenrot assuming responsibility for UK bonding and national distribution as well as distribution for the north of England and Amathus focusing on the premium London market and driving growth in the South East.

The Alhambra range to be distributed includes Alhambra Premium Lager (4.6% abv), dark lager Alhambra Negra (5.4% abv), Alhambra Reserva 1925 (6.4% abv), Alhambra Mezquita (7.4% abv) and Alhambra Especial (5.4% abv) which is available in an essential 30l keg format as well as traditional bottle format.

Senior national account manager, Graham Archibald, who has been heading Morgenrot’s world beer expansion said: “The brewery has a superb reputation for producing distinctive beers of exceptional quality and with consumers increasingly searching out different world beer styles and brands, we expect to see huge interest for the range in the on-trade."

Ben McFarland, 16.04.2010