It will sell and distribute Finnbarra Cider (known as Stonewell in Ireland) across France in bottled and draught formats.
The total volume ordered by House of Beer in the first three years of the deal alone equates to the entire 2015 output of Finnbarra by the West Cork-based family business (owned and run by husband and wife team Daniel and Geraldine Emerson since 2010).
House of Beer has identified a growing demand for natural craft cider in a market currently dominated by ‘mass-produced cider brands’. The Emerson’s product is made from 100% pure apple juice.
House of Beer will distribute the cider brand to both on- and off-trade outlets across the company’s eight operational regions. In the early phase of the five-year contract, demand is expected to come from the core Summer holiday market and also the many Irish-themed on-trade premises throughout France. Demand is expected to broaden beyond these core markets over time.
Finnbarra is the first cider to be added to the House of Beer portfolio which includes premium beer brands such as Amarcord (Italy), La Bête (French), Brooklyn (US), Guinness Project Beers (Ireland), Kilkenny (Ireland), Mythos (Greece), Moussy (Switzerland), Poretti (Italy), San Miguel (Spain), Smithwicks (Ireland), Staropramen (Czech Republic) and Tuborg (Denmark).
“This is a landmark deal for us on several levels,” commented Daniel Emerson, “A large five-year contract for a six year-old company allows us to plan our business with greater confidence. That this contract is for a market of 63 million people and with a subsidiary of Carlsberg is a significant endorsement of both our business and our cider.”
Arthur Lenormand, House of Beer’s Marketing Director, commented, “The French market is cornered between Brittany farmhouse and overseas industrial ciders. As with the micro beer sector, wherein lies our established expertise, we’re convinced that there’s a latent demand amongst French consumers for a new taste experience which will change their patterns of consumption. As a result we’re delighted to be able to introduce Finnbarra to them”..