Heineken has signed a new, exclusive Brand Agency import contract with LWC for Cruzcampo in the UK. Neil Williamson, Head of Sales for Export into UK Markets, told DRAM, “Cruzcampo is a fantastic fit for LWC’s Signature Brands portfolio. LWC has a great business structure and brand-building model which will see to the sustainable growth of Cruzcampo in the UK. The World and Discovery category is critical to the generation of value for retailers through brands that possess heritage and are consistently in production. While craft is creating much-needed interest in the on-trade, it is established, globally imported brands that are driving the rate of sale, and ultimately revenue and profit, for retailers. Cruzcampo is a fantastic brand which resonates with consumers and will allow for pubs to offer something new in this category.”
In Scotland, the brand will be distributed by Inverarity Morton and Triana Drinks; in London, LWC will be joined by Venus.
Meanwhile, John Gemmell – former Trading Director North for the company – has been appointed to the role of Commercial Director. He will continue to be based in Scotland.