Thwaites to build Warsteiner in UK on-trade

Warsteiner packshotLancashire brewer Thwaites has signed a new long-term agreement to handle and develop premium German pilsner Warsteiner in bars and pubs across the UK.

The deal with Germany’s Warsteiner Bräuerei covers both the off- and on-trade, focusing on the flagship pilsner Warsteiner Premium Verum with an ABV of 4.8%.

Warsteiner is currently the fifth biggest world lager brand in British bars and pubs, according to data from on-trade specialist CGA Strategy. The new agreement enables Thwaites to capitalise on the steady growth of world beer consumption in the UK.

Steve Magnall, managing director of Thwaites, said: “As Germany’s most famous independent brewer, Warsteiner has a global reputation for brewing excellence.

“Thwaites securing the rights to one of the world’s great lager brands is a great endorsement of our capability to develop and manage a brand that represents premium German craftsmanship in the UK beer market.”

Sponsorships include the PGA European Tour as an official beer sponsor at key events in Europe such as the BMW PGA Championship at Wentworth.

“Warsteiner’s contemporary and premium brand image is underpinned by all marketing activity, including its long history of international sponsorships and partnerships in the sporting, cultural, design, festival and culinary worlds,” Steve added.

Family-owned for nine generations, Warsteiner has been brewing pilsners since 1753 and is credited with founding the premium beer category in Germany. The beers are now sold in more than 60 countries, including the Netherlands, Italy, the US, France, Canada and Ireland.

The brand enjoys exclusive listings at a number of high-end venues around the world including Hotel Adlon in Berlin, Trump Tower Bar in New York, Emirates Palace in Abu Dhabi and Banyan Tree in Bangkok.

Warsteiner Premium Verum has a bright golden colour with a good balance of slight bitterness and notes of mild, crispy hops.

Steve said: “There are many similarities between Thwaites and Warsteiner, not least the independence, heritage, commitment to quality and long-running family ownership.

“We look forward to building this into a successful partnership to which Thwaites can bring into play over 200 years of expert brewing experience, establishing an even stronger foothold in the UK market given the demand for quality premium beers.

“Warsteiner fits perfectly within Thwaites’ own range of quality cask ales and ever-growing range of signature craft beers.”

Catharina Cramer, managing partner of Warsteiner Group, added: “The exclusive partnership with Thwaites effectively strengthens our presence in the UK. We have great confidence in the distribution capacity of Thwaites and are happy to have another family-run company as an additional international partner at our side.”

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