Super Bock Distribution Partnership

James Clay and Sons continue to develop their World Lager portfolio with the addition of Super Bock, Portugal's leading lager.

The brand dominates Portugal’s music scene, sponsoring most music festivals in the country including NOS Primavera Sound, Rolling Loud and Afro Nation. Alongside these festivals, the brand gives naming to the iconic ‘Super Bock Super Rock’ Festival which attracts festivalgoers for more than 25 years as well as Super Bock in Stock, focused on supporting upcoming bands. Music is written into the brand’s DNA and is a huge part of their export market activation, currently sponsoring one of the most renowned European festivals – Montreux Jazz Festival – in Switzerland as well as Dot to Dot in the UK. Super Bock is therefore well established as a high energy, premium quality and innovative brand commanding a huge global following.

Ricardo Figueiredo Silva, Commercial Director at Super Bock comments “Super Bock Group favours building true partnerships and is proud to have long commercial partnerships worldwide. This is the company’s goal when partnering alongside James Clay & Sons, a strong step towards the international expansion strategy for the Super Bock brand. The UK market is one of our strategic markets, identified as having a great potential to grow, given its enthusiasm for the world lager category. We strongly believe James Clay & Sons is the right partner, given its proven track-record in building strong brands in the market, to help us grow the brand in the UK. It is, therefore, with confidence and enthusiasm that we signed this partnership. We strongly believe this will allow us to leverage the work that we have been doing in the country and, thus, to expand our brand throughout UK.”

Matthew Eyre, James Clay Head of Sales, said, “The world lager category has seen a meteoric rise over the last few years in the on trade. Currently the second largest category in draught beer and accounting for some 18% of overall keg volume, world lager seems set to continue its rapid growth. We are therefore delighted to be able to announce that Super Bock, the iconic beer of Portugal is joining James Clay & Sons. As the best selling beer in Portugal and with the country receiving over 2 million visits from the UK in 2022 it’s certainly a beer that will be well known to many consumers and we look forward to contributing to its continued success in the UK.”

James Clay and Sons will be listing Super Bock in 30L Kegs, cases of 24x50cl Cans, and both 24x33cl and 12x66cl Bottles. Packaged stock is available now, with kegs following quickly from the 28th of August.

About Super Bock

Super Bock has been the Portuguese market leader since the 1990’s whilst also becoming a truly global brand, now selling over 3 million hectolitres across more than 50 countries. Created in 1927, this unique, full-bodied lager has been awarded 40 consecutive gold medals from the independent institute Monde Selection; the only beer to have achieved this to date. To find out more please visit: https://www.superbock.pt/en/

About James Clay

James Clay, founded in West Yorkshire, England, is a family owned business, now approaching half a century of trading. The company has built a reputation not only as a leading distributor, but also an internationally acclaimed importer and brand manager with UK responsibility for prominent breweries such as Stone Brewing, Schneider Weisse, and Chimay. To find out more please visit: https://www.jamesclay.co.uk/ email: joe@jamesclay.co.uk or, call: 01422 377 560.