Super Bock joins Cellar Trends Portfolio


Super Bock will join the Cellar Trends world beer portfolio from 1st April 2021.  It’s been a staple in the Portuguese market since the 1990s and Cellar Trends’ vision is to build upon the existing off trade footprint in the UK and grow the brand in on trade channels utilising a range of SKU formats including draft.

Said Katie Warren, Cellar Trends Marketing Director, “Super Bock is a fantastic addition to the Cellar Trends portfolio, strengthening our presence in the World Beer category alongside Chang beer with whom we have enjoyed working with since 2017. We are absolutely delighted to have the chance to unlock growth for Super Bock by utilising their compelling brand positioning and inspirational communication platforms.”

Ricardo Figueiredo Silva, Commercial Director at Super Bock, added, “Super Bock Group focuses on building true partnerships. We’re proud to enjoy long term commercial partnerships worldwide; something we want to replicate with Cellar Trends. We believe they are the right partner, with the skills to support us in building a strong international expansion strategy of the Super Bock brand.

“The UK is a strategic market for us, having good potential to grow through one of its main communication platform strategies: music. We strongly believe our new partnership with Cellar Trends will allow us to build on the success of the brand to date and to expand our brand throughout the UK.”

Category: News
Tags: Cellar Trends, Katie Warren, on trad channels, On-trade, Portugal, Ricardo Figueiredo Silva, Super Bock, UK, world beer