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Super Bock joins Cellar Trends portfolio

International drinks distributor Cellar Trends has announced that Portuguese beer brand Super Bock will be joining its portfolio from April 2021.

Super Bock has been a dominant force in the Portuguese beer market since the 1990s while also building a global presence, and now sells more than 300 million litres in 50 countries each year.

Cellar Trends hopes to build on the lager brand's existing off-trade footprint and develop its offering in the on and off-trade channels, with a range of SKU formats including draft. It will strengthen the distributor's offering in the world beer market, which also includes Chang, a brand it has worked with since 2017.

Super Bock also has a strong connection to Portugal's music scene, with the Super Bock Super Rock Festival attracting more than 25,000 revellers annually. In recognition of this link, Cellar Trends has also pledged to support music venues and live events as they return.

Simon Thomas, managing director of Cellar Trends, said: "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." 

Ricardo Figueiredo Silva, commercial director at Super Bock, said: "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 it is 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."

12 February 2021 - Bethany Whymark