US brewer Founders agrees distribution deal with Charles Wells

Claire Dodd

Claire Dodd

12 August 2016

Michigan-based Founders Brewing Co has struck a new distribution deal with family-owned Bedfordshire brewer Charles Wells.

The agreement will see it bring flagship beer Founders All Day IPA to the UK from mid-August in both keg, can and 355ml bottle. The duo say they expect to add seasonal beers in the near future.

Charles Wells will work together with current importer Vertical Drinks to develop the portfolio.

Charles Wells will take responsibility for all national account development in the on- and off-trade, focusing on the independent free trade in London and the south-east for core Founders beers, leading initially with All Day IPA. Vertical Drinks will focus on Founders' seasonal ales and speciality range.

Founders All Day IPA is intended to offer the hoppy punch usually associated with stronger beers, but in a sessionable ale, offered at 4.7% abv.

Founders vice president of international business, Brian May, said: 'As American craft beers continue to grow in popularity globally, we see the UK as an important hub for distribution of our award-winning range.'

Founders UK market manager, Tim Traynor, added: 'Our existing supply into specialist retailers will remain but we're now in a position to expand our distribution and accelerate the opportunities available within the UK market. We're excited to buddy up with the Charles Wells team who mirror our ambition for enjoying and sharing great tasting beer and this partnership is key to our UK expansion.'

Peter Wells, Charles Wells commercial director, said: 'We have taken a careful look at the import sector and the UK market trends to determine what could add value to our portfolio and that of our customers. When the opportunity came up to work with such an exciting and progressive US brewer, we jumped at the chance to help Founders expand its footprint in the UK.'

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