Cellar Trends adds Portuguese beer Super Bock to portfolio

Cellar Trends said leading Portuguese beer Super Bock will be joining its portfolio from 1 April,

A major new addition to the company’s world beer collection, Super Bock is the only beer to win 37 consecutive gold medals from Monde Selection.

With both the world beer category and Super Bock enjoy double-digit growth in both multiple grocers and impulse in the UK, the distributor hopes to build upon the existing off trade footprint and step change growth for Super Bock in both off and on trade channels utilising a range of SKU formats including draft.

“The addition of Super Bock to our portfolio demonstrates our commitment to representing a diverse and engaging selection of quality, industry leading third party brands,” commented Simon Thomas, managing director of Cellar Trends.

“The team are all delighted at the prospect of working with Super Bock and taking the brand to the next stage of its development within this key global drinks market.”

The brand dominates Portugal’s music scene, with the iconic ‘Super Bock Super Rock’ Festival attracting over 25,000 consumers each year. Cellar Trends said it looks forward to supporting music venues and events as they return in due course.

“We are absolutely delighted to have the chance to unlock growth for Super Bock by utilising their compelling brand positioning and inspirational communication platforms,” Katie Warren, Cellar Trends marketing director, said.