The first brands announced for distribution in the UK under the new company include Barcelona beer Moritz, Pilsner-style lager Karlsbräu UrPils from Karlsberg and Label 5 Classic Black Scotch whisky.
As well as distributing products across the UK, Interbev Brands will also license drinks from international manufacturers.
UK alcohol distribution
Interbev Ltd in facts:
- Operates in 25 countries
- US$100m annual turnover
- Other business names include:
- Ooberstock – a UK shopping and ordering system for the out-of-home market
- Drinks21 – premium online drinks business selling direct to consumers
- Interbev Brands – international brand management and distribution
- GloBev – duty-free distributor and retailer in the Middle East and Africa
The business was created to give brands a different business model to work with and to offer them multi-channel distribution in the UK, said Interbev Limited founder Steve Brogan.
“Intervbev Brand brings new, fresh and exciting brands and products to the UK market and internationally,” he added.
“Our business was established in 2008 to sell and distribute international drinks brands around the world and we have widespread experience in adapting to the changing dynamics of the market globally.
“Expanding our business offer to include exclusive brand management was a natural evolution.”
Moritz export director Andrea Serrat Draper described the Spanish beer as an authentic Barcelona brew that encapsulated the colourful and vibrant lifestyle of the city.
Growing UK market
“We are a band of free-thinkers who want authentic products, a proposition that is growing in the UK market,” she added.
Karlsbräu export director Andreas Oster said UrPils was created to appeal to the mass market and, while it wasn’t a new type of beer, it was for customers looking for quality German beer.
David Borthwick, UK sales director for Label 5, said: “It is a dynamic and international brand, positioned for Scotch whisky drinkers seeking a great value quality classic, with a modern contemporary style.”