- New partnership to target growing craft beer market -
AB InBev UK and Greene King announced today (15 July 2014) that they have agreed terms for the UK’s leading pub retailer and brewer to become the national distributor for US craft beer Goose Island.
The deal will give Greene King exclusive rights to distribute the Goose Island portfolio, which includes Goose Island Indian Pale Ale, Goose Island Honkers Ale and award-winning 312 Urban Wheat, to the on and off-trade in England and Wales.
Goose Island is a US craft beer company that was started in 1988 in Chicago, Illinois. The company has a proud history of innovation in its craft products, and strives to captivate the hearts, imaginations, and palates of beer drinkers. The success of the Goose Island brand portfolio has led to its distribution across the United States and beyond.
Iain Newell, On-Trade and Route to Market Director for AB InBev UK, said: “We are delighted to announce this agreement with Greene King. We are looking forward to working with them to develop Goose Island in the UK and tap into the strong growth in the craft beer market.
“The Goose Island brand has excellent potential to perform well in this category due to its great taste, range and heritage. We look forward to this new partnership building on all the good work James Clay has put in to establishing Goose Island’s presence in the UK”
Chris Houlton, managing director for Greene King Brewing & Brands, said: “It is an exciting time for beer as the craft market continues to grow, and we know that more than half of all beer drinkers say they are keen to see more of these products[1]. We launched our own craft brewery last November and adding an original US craft beer now will complement our successful portfolio. Goose Island is a leader in the craft of brewing and we are looking forward to offering its range to our customers.”
For the first time in the UK, Greene King will launch Goose Island in keg in the on trade; traditionally the Goose Island range has been only available in bottles.
Chris continued: “Goose Island is in excellent growth and last year alone sales increased by 62%[2] in the US. The partnership between Greene King, Goose Island and AB InBev will see ambitious plans for growth of the brand in the UK through up weighted support for the trade, including draught for the first time in the UK, initially through our own pubs.”
Goose Island has invested in a refreshed brand image look and feel, which will coincide with the move to Greene King. Greene King will begin distribution of Goose Island from October.
Goose Island is currently imported by James Clay, who in partnership with Greene King, will continue to supply certain specialist on-trade customers.
- Ends -
For further information:
AB InBev UK – Sara Ashby, sara.ashby@ab-inbev.com, 01582 397072
Greene King Brewing & Brands – Jenny Webb, pressoffice@greeneking.co.uk, 01284 714565
NOTES TO EDITORS:
ABOUT AB INBEV
Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer and one of the world’s top five consumer products companies. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. This includes global brands Budweiser®, Corona® and Stella Artois®; international brands Beck’s®, Leffe®, and Hoegaarden®; and local champions Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Victoria®, Modelo Especial®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, and Jupiler®. Anheuser-Busch InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, Anheuser-Busch InBev leverages the collective strengths of its more than 150,000 employees based in 24 countries worldwide. In 2013, AB InBev realized 43.2 billion USD revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit: www.ab-inbev.com.
ABOUT GOOSE ISLAND
Goose Island was named after a small natural island at the north side of the confluence of the North and South Branches of the Chicago River that was home to seasonal flocks of birds.
Goose Island Brewery is a brewery located in Chicago, Illinois, that began as a single brewpub known as Clybourn, which was opened in May 1988 by John Hall in Lincoln Park, Chicago, Illinois.
In 1995 Goose Island opened their Fulton Street Brewery and in 1999 their second brewpub opened in Wrigleyville. It’s craft beers are now sold across the United States
ABOUT GREENE KING
Greene King, the pub retailer and brewer, was founded in 1799 and is headquartered in Bury St. Edmunds, Suffolk. It currently employs 23,000 people across its main trading divisions: Retail, Pub Partners and Brewing & Brands.
It operates 1,914 pubs, restaurants and hotels across England, Wales and Scotland, of which 1,032 are retail pubs, restaurants and hotels, and 882 are tenanted, leased and franchised pubs. Its leading retail brands are Hungry Horse, Old English Inns, Eating Inn and Loch Fyne Seafood and Grill.
Greene King also brews quality ale brands from its Bury St. Edmunds and Dunbar breweries, and is the UK’s leading cask ale brewer and premium ale brewer with brands such as Greene King IPA, Old Speckled Hen, Abbot Ale and Belhaven Best.
[1] Mintel 2012
[2] IRI 52 weeks ending 3 November 2013 (not including bar and restaurant sales)