Marketing

Morgenrot Group to distribute San Miguel with Fegans

Wine and beer supplier The Morgenrot Group is to exclusively distribute San Miguel beer in Ireland and will be working with Fegans Foodservice to drive growth in 2012.

The brand joins Argentinean brand Quilmes and Spanish Alhambra in the company’s portfolio.

Morgenrot will be targeting both the off-trade and on-trade with San Miguel, a five per cent ABV premium Spanish lager, available in 30 litre kegs and in 33cl bottles.

“With the rise of the ‘Foodie’ and increased foreign travel, consumers have definitely become more adventurous and discerning when it comes to the beers they drink,” James Fegan, Managing Director of Fegans Foodservice, explained, “World beers are continuing to see growth as consumers go in search of authentic brands which have interesting histories, real provenance and exciting taste profiles. Licensees and retailers need to take note of this and respond by offering quality beers which can excite, impress and provide a point of difference.”

 

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