Portuguese flavour for Cellar Trends

DISTRIBUTOR Cellar Trends has expanded its world beer range with the addition of Portuguese lager brand Super Bock.

Launched in 1927, Super Bock has grown to have a presence in 50 different countries. The brand is said to currently be in growth in the UK off-trade and Cellar Trends will now look to build on this growth as well as expand the brand’s presence in the on-trade.

Super Bock commercial director Ricardo Figueiredo Silva said the company considered Cellar Trends to be “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,” said Figueiredo Silva.

“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.”