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Super Bock to join the Cellar Trends Portfolio

Cellar Trends are delighted to announce Super Bock will be joining the portfolio from 1st April 2021 representing a major new addition to the company’s world beer portfolio.

Super Bock has dominated the Portuguese market since the 1990’s whilst also becoming a truly global brand, now selling over 300 million litres in 50 countries. Created in 1927, this unique, full-bodied lager has been awarded 37 consecutive gold medals from Monde Selection; the only beer to have achieved this to date.

The brand dominates Portugal’s music scene and the iconic ‘Super Bock Super Rock’ Festival attracts over 25,000 consumers each year. Music is written into the brands DNA and historically has been a huge part of their export market activation, creating a truly global platform. Super Bock is therefore well established as a high energy, premium quality and innovative brand commanding a huge global following. Cellar Trends look forward to supporting music venues and events as they return in due course.

Both the world beer category and Super Bock are enjoying double-digit growth in both multiple grocers and impulse in the UK*. Cellar Trends’ vision is 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 partnership of Super Bock and Cellar Trends brings together two companies with enviable reputations for driving multi-channel brand growth and delivering world class activation. Simon Thomas, Managing Director of Cellar Trends comments ‘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. 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.

Katie Warren, Cellar Trends Marketing Director comments “Super Bock is a fantastic addition to the Cellar Trends portfolio, strengthening our presence in the World Beer category alongside Chang beer with whom we have enjoyed working with since 2017. We are absolutely delighted to have the chance to unlock growth for Super Bock by utilising their compelling brand positioning and inspirational communication platforms.”

Ricardo Figueiredo Silva, Commercial Director at Super Bock, comments “Super Bock Group focuses on building true partnerships. We’re proud to enjoy long term commercial partnerships worldwide; something we want to replicate with Cellar Trends. We believe they are the right partner, with the skills to support us in building a strong international expansion strategy of the Super Bock brand. The UK is a strategic market for us, having good potential to grow through one of its main communication platform strategies: music. We strongly believe our new partnership with Cellar Trends will allow us to build on the success of the brand to date and to expand our brand throughout the UK.”

For more information on any of these brands or Cellar Trends, please contact:

Phone: +44 (0) 1283 217 703


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