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Haacht moves UK distribution to Morgenrot

25 November 2024 By Sophie Arundel

Belgian brewery Haacht has switched its UK distribution to Morgenrot Group PLC, which it hopes will strengthen its reach across the UK market.

Belgian family-owned brewery Haacht has announced a significant change in its UK operations, appointing Manchester-based Morgenrot as its new distributor. This partnership aims to enhance the reach of Haacht’s portfolio, including its flagship Primus Lager, Mystic Fruit Beers, and Tongerlo Abbey Beer.

Haacht, established in 1898, is one of Belgium’s oldest independent breweries, known for its traditional brewing techniques and diverse range of beers. The move to Morgenrot is part of a strategic push, said the business, to grow its presence in the competitive UK market, where interest in Belgian beers continues to rise.

The brewer hopes to capitalise on Morgenrot’s track record in introducing premium and niche European brands to both on-trade and off-trade sectors, and subsequently bolster Haacht’s visibility in UK bars, restaurants, and retailers.

Market access

Matthew Langley, country director, Haacht said: “Market access is one of the biggest challenges facing any independent brewer in the crowded and competitive UK market. Where our beers are available, they’re proven sellers in pubs, bars, taprooms and independent retailers, and working with Morgenrot will enable us to expand distribution more quickly than we could do alone.”

Speaking on behalf of Morgenrot, John Critchley, commercial director, added: “We’re delighted to be working with Haacht, one of Belgium’s largest family brewers with a reputation for quality beers. Their range is complementary to our established portfolio of premium imports and will enable us to offer customers a broader choice of beers, whether they are buying for a pub, tap room or bottle shop.”

Haacht’s beer range includes three staples: The SUPER 8 craft, its Mystic range, as well as the Tongerlo, a range of traditional Belgian Abbey style beers, produced in partnership with the monks of Tongerlo Abbey. Existing stockists of the Belgian beer won’t see any interruption in supply, with Morgenrot taking over fulfilment of orders in the New Year.

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