Southwold brewer Adnams has signed a 10-year rolling agreement to import and distribute Bitburger beer in the UK.
Signed yesterday (Tuesday, 22 February) at the brewery in Bitburg, Germany, it signals the next step in a relationship that has already lasted 14 years and demonstrates a firm commitment to the brand in the UK.
Andy Wood, sales director and managing director designate at Adnams, said: "We are going to target the fresh investment from the deal very carefully. So we will be aiming at urban centres like London, Edinburgh and Manchester."
Hans van den Hove, sales director of Bitburger International, said: "We believe that the best way to work is in the long-term. So many brands change like butterflies and flowers. Having an agreement for this length of time will give consumers confidence."
Mr Wood hoped the brand would act as a point of difference in the Adnams estate and did not rule out the possibility that Bitburger could eventually stand alone as the main premium draught lager in the estate.