- The distribution agreement will enable Kopparberg growth in the UK, particularly in on-trade venues
- The addition of Kopparberg supports BBG’s ambition to continue offering consumers a diversified portfolio, particularly in the Super Premium segment
Budweiser Brewing Group, a proud part of AB InBev, and Kopparberg today announced an agreement for Budweiser Brewing Group to distribute Kopparberg products in the UK on-trade, effective from 28th May 2024. The move will allow Kopparberg to tap into Budweiser Brewing Group’s extensive on-trade distribution network and enhance the brewer’s market-leading Super Premium portfolio in the on-trade.
Kopparberg, made in Sweden, is the largest Super Premium flavoured cider in UK off-trade sales1, and currently has 18.5% market share of flavoured cider in the UK on-trade2. Kopparberg is synonymous with authentic Super Premium flavoured cider. The brand is often credited with the establishment of the flavoured cider category in the UK over twenty years ago and is now sold in more than 30 countries. The distribution agreement will allow more on-trade outlets in the UK to offer Kopparberg in both packaged and on-tap formats for consumers to enjoy.
Flavoured cider products distributed by Budweiser Brewing Group in the UK will continue to be brewed by Kopparberg in Sweden true to the brand’s heritage. Kopparberg will continue to steer the brand strategy and marketing.
The addition of Kopparberg aligns with Budweiser Brewing Group’s focus on the Super Premium segment. Super Premium brands are driving growth in the flavoured cider segment. Premium Fruit Cider grew +5.6% in the volume versus previous year in the UK on-trade.3
Budweiser Brewing Group’s President Brian Perkins signed the agreement with Kopparberg owner Peter Bronsman on 26th April. It will take effect in the on-trade from 28th May 2024.
Brian Perkins, President, Budweiser Brewing Group said: “We are proud to already offer world-favourite cider brands to consumers in the UK with Magners and Orchard Pig and are confident that making the much-loved Kopparberg more widely available in the on-trade will enable category growth and provide more choice for consumers alongside the rest of our portfolio. The Super Premium flavoured cider segment is exciting and making this famous Swedish brand more available in the UK on-trade will create even more value for customers and consumers.”
Peter Bronsman, CEO, Kopparberg said: “We are proud and excited to partner with Budweiser Brewing Group to add our Kopparberg Cider, one of the best-selling cider brands in the world, to their extensive on-trade distribution network in the UK. This agreement will help us to drive category growth and improve availability of the UK’s most-loved cider brand for consumers to enjoy.”
The agreement pertains to the full UK on-trade except select venues, where Kopparberg will continue to distribute directly.
Source:
- NielsenIQ Discover, Volume HL, Total Cider, Total Coverage, MAT WE 24/02/24
2. Nielsen CGA, Volume HL, Total Cider, Total On Trade, MAT WE 27/01/24
3. Nielsen CGA, Volume HL, Total Cider, Total On Trade, MAT WE 27/01/24 VS YA
About Budweiser Brewing Group
Budweiser Brewing Group UK&I is the trading name of AB InBev UK Limited, a subsidiary of Anheuser-Busch InBev, a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on Mexico (MEXBOL: ABI) and South Africa (JSE: ANB) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). In the UK, Budweiser Brewing Group employs over 1,500 people in our three breweries in Magor, Samlesbury and Enfield, and in our local headquarters in Central London.
As a company, we dream big to create a future with more cheers. We are always looking to serve up new ways to meet life’s moments, move our industry forward and make a meaningful impact in the world. We are committed to building great brands that stand the test of time and to brewing the best beers using the finest natural ingredients. We are proud to offer the UK’s leading premium beer and cider brands, including global brands Budweiser®, Corona® and Stella Artois®; international brands Bud Light®, and Hoegaarden®; and local champions Bass® and Boddingtons®.
We are here to champion Britain’s iconic beer culture, from barley farmers to pubs and retail; we are a founding member of the Portman Group, a member of the British Beer and Pub Association and a supporter of the Drinkaware Trust. We are also members of the All-Party Parliamentary Group for Renewable and Sustainability Energy and the All-Party Parliamentary Corporate Responsibility Group. In the UK, we brew with 100% renewable electricity. Learn more at www.budweiserbrewinggroup.co.uk or on Twitter through @BudBrewingUKI
