Morgenrot has gone Fisching

Morgenrot Group has expanded its world beer portfolio with the addition of French brand Fischer.

The Heineken-owned brand includes Fischer Tradition (6% abv) – a golden Biere d’Alsace lager –  and the amber-hued and slightly stronger Fischer Reserve Ambree (6.3% abv).

Graham Archibald, senior national account manager at Morgenrot, said: “The Fischer brand offers unrivalled quality and will appeal to discerning beer drinkers, UK consumers who have holidayed in France and consumers who enjoy French cuisine.

"The brand will further strengthen our premium European beer offering and we expect the Fischer range to see huge interest from the on-trade, especially high-end bars and restaurants.”

Heineken’s Florent Dessert added: “UK consumers are continuing to show adventurous tendencies in their beer selections and are searching out unique brands which have interesting histories, complex flavour profiles and real provenance.

“For this reason, we believe it is important to drive focus of some of our smaller brands which can help put value back into the on- and off-trade. Fischer has all of these qualities in abundance and we’re excited to be working with Morgenrot to drive awareness and sales growth of these truly authentic French beers.”

Available in 65cl swingtop bottles, Fischer will join Cruzcampo, Alhambra, Krombacher, Quilmes and Kaiserdom beers in the Morgenrot portfolio.

Ben McFarland, 26.11.2010