Maxol signs €10m contract with Bewley’s

Brian Donaldson, CEO of The Maxol Group, alongside Jason Doyle, MD of Bewley’s

270 tonnes of coffee beans and new product innovations feature as part of multi-million Euro deal



7 September 2023

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Maxol has signed a five-year contract with one of Ireland’s leading coffee and tea companies, Bewley’s. Valued at €10 million, the contract includes 270 tonnes of coffee beans exclusively sourced for Maxol by Bewley’s, and the installation of new coffee machine equipment in 72 Maxol company owned stores.

The multi-million Euro deal between two of Ireland’s leading, family-owned companies followed a competitive tender involving four companies. The partnership will also see the introduction of two new variants across an initial 20 Maxol stores: iced coffee and oat milk coffee.

As part of the contract, 130 coffee machines will be replaced, units will be upgraded and new digital screens will be installed and, for the first time, selected Maxol stores will offer customers iced and oat milk coffees.

Bewley’s supported the roll out of Maxol’s proprietary Rosa coffee range in 2018 and last year,  more than 3.5 million cups of Rosa coffee were sold in the Republic of Ireland.  A brew of freshly roasted Arabica beans, Rosa coffee is only sold in compostable or reusable cups across Maxol’s network of independent retailers in ROI.

“Maxol is becoming as well known for its coffee as it is for its traditional fuel and retail convenience offering,” said Brian Donaldson, CEO of The Maxol Group. “Therefore, choosing a partner that could not only provide a fantastic quality product but was also highly innovative was critical to our decision to work with Bewley’s again.  The synergy between two Irish, family-owned companies working together in the retail convenience space was also important and, given the estimated 20 million cups of ROSA coffee we expect to sell over the next five years, we are confident we have secured a really strong partnership.

“We’re excited about the prospect of bringing two new coffee variants to our customers and we know from our customer insights that iced and oat coffees are in big demand,” Donaldson continued. “Our plan is to introduce these to around half of our network of company-owned stores within the next 12 months as part of our overall innovation and investment strategy.”

“We are thrilled to have been given the opportunity to extend our partnership with Maxol,” added Jason Doyle, MD of Bewley’s. “We look forward to building on our great collaboration to deliver an innovative, sustainable and quality experience for consumers with our renowned Fair Trade coffee and Rainforest alliance certified tea together with our unrivalled coffee equipment and servicing expertise.  It is a great privilege for us to partner with a like minded, family-owned Irish business where superior quality is a non-negotiable element.”





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