Rye River Brewing Company agrees partnership with Bavaria
The new partnership is set to see Bavaria increase its position to become the fifth largest beer brand in the Irish market
Print12 September 2014
Bavaria will be distributed by the Rye River Brewing Company in Ireland
The Rye River Brewing Company has announced their partnership with the Swinkels family, brewers of Bavaria beer and the Netherlands second largest brewer. Rye River Brewing Company is Ireland’s fourth largest and fastest growing Irish indigenous brewer and distributor of beer, including it’s own extraordinary family of craft beers, McGargles.
Bavaria brewery takes up a unique position in the international beer market, being run by the same family for seven generations and the only brewer in the Netherlands to brew beer from pure natural mineral water from its own spring. The agreement is set to see this value beer increase its position to once again become the fifth largest beer brand in the Irish market.
Frank Swinkels, CFO of Bavaria N.V said they are extremely excited by the new partnership. “What we needed is a challenging distributor who is prepared to disrupt the market by creating postive waves and extolling the value proposition Bavaria offers to the Irish market. We believe Rye River Brewing will introduce our beers to a whole new generation of loyal fans and deliver a refreshing choice for people at home or in the pubs.”
Niall Phelan, co-founder and managing director of The Rye River Brewing Company said: “We believe there is a great synergy between both our brands and with customers continuing to change the way they spend, even with an increase in disposable income, value lagers are set to continue growing year on year.”
“As a fast growing and energetic Irish business we have the potential to grow Bavaria in the market and gain back significant share through our unique vision, experience and commitmment to deliver a greater choice and more importantly the great taste Irish beer drinkers expect,” added Phelan.
Rye River is committed to being the most the dynamic challenger in the Irish market. As a young company, owners Niall Phelan and Alan Wolfe believe their vision of partnering with like minded family brands as well as their commitment to developing their own strong line of craft beers will significantly benefit Bavaria and its excellent beers.
Phelan summed up by saying: “We work in partnership with good wholesalers across the country. We believe the wholesale network is the key to healthy growth in Ireland. It has been the backbone of the drinks industry for over a hundred years. While other companies are slowly disengaging with wholesalers, we plan to increase our sales through the wholesale network and to work closely with our wholesale partners to support the pubs, restaurants and off premise outlets across Ireland.”
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