Into the New World

EME Outlook - - Food & Drink -

Ma­hou San Miguel’s in­vest­ment in new ideas has evolved in tan­dem with ex­plo­ration into new mar­kets via part­ner­ships and ac­qui­si­tions.

While the UK re­mains d’auchamp’s most sig­nif­i­cant source of in­ter­na­tional rev­enue, boosted by a bumper sum­mer of sport and hot weather, a num­ber of for­ays into other ter­ri­to­ries are bear­ing fruit.

Carls­berg is an im­por­tant distri­bu­tion part­ner in the UK, and this year the two signed an­other deal in­volv­ing the distri­bu­tion of the Dan­ish brand in the Ca­nary Is­lands.

In Amer­ica, Ma­hou San Miguel is build­ing on a suc­cess­ful part­ner­ship with craft brew­ery Founders, which it bought a 30 per­cent stake in at the end of 2017. Ear­lier this year the Span­ish firm also ac­quired 30 per­cent of Avery Brew­ing, an­other Amer­i­can ar­ti­san busi­ness. D’auchamp adds: “This is a great team out in Boul­der, Colorado. It is one of many agree­ments we have struck in 2018, be it part­ner­ships like Avery or distri­bu­tion agree­ments like the one we have agreed with Ger­man fam­ily- owned busi­ness Warsteiner, who will dis­trib­ute for us in Ger­many.” The south­ern half of the Amer­i­cas is an­other key strate­gic tar­get, the Com­pany ea­ger to ex­plore op­por­tu­ni­ties in new mar­kets over the next year or so. Hav­ing so­lid­i­fied its pres­ence closer to home in the likes of the UK and con­ti­nen­tal Europe, the New World is where d’auchamp’s lens lies. He con­cludes: “We hope to be­come a lot more in­ter­na­tional than we are now, and we want to do that by ex­pand­ing more into craft.

Nor­wich, in the East of Eng­land, is one city to have em­braced the Ger­man tra­di­tion, us­ing the pro­ceeds to fund pro­grammes for dis­ad­van­taged young peo­ple in the area

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