Brussels brewer renews Australian contract
(CUB), have signed a distribution agreement which enables CUB to
import, distribute and market Interbrew's global specialty brands -
Leffe and Hoegaarden.
The agreement has strengthened the alliance between the two companies and will run until 2012. For several years both companies have had success from their joint venture which began in 2002 when they signed a ten-year license contract giving CUB the right to brew and market Stella Artois.
Today in 2004 set amongst the backdrop of the growth and change of the Australian beer market - the companies believe that the agreement will spell out future success for Interbrew's premium beer.
The premium beer market in Australia at present is growing at an estimated 12 per cent per year. This means that the market is outperforming the total beer market by seven per cent.
Belgian beers in the past few years has witnessed an increase in popularity down under. Interbrew's Hoegaarden, the white beer and the Leffe range of Abbey beers have grown more than 80 per cent and 70 per cent in the last year.
CUB has a 55 per cent share of the premium beer market and it appears that Interbrewer is reaffirming the advantages that it can gain from the company's market dominance.
Commenting on the sector and the agreement, Trevor O'Holy, CUB's managing director said, "The growth of our Belgian beer portfolio is outstanding. We are delighted to have taken our relationship with Interbrew to another level by formalising our commitment to several of Interbrew's premium brands."
"We are committed to the expansion of the premium segment in Australia and have no doubt that the exceptional performance of Stella Artois, Hoegaarden and Leffe will continue as Australian consumers' demand for specialty beers increase."
