Friday 21 October 2016

Irish husband and wife team sign five year cider deal with Carlsberg

Published 13/06/2016 | 09:01

pubs Photo: PA
pubs Photo: PA

An Irish husband and wife team have secured a five year distribution deal with a subsidiary of drinks giant Carlsberg that will see its cider distributed throughout France.

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Cork-based pair Daniel and Geraldine Emerson of Nohoval Drinks Company have signed the deal for its Finnbarra Dry Irish Cider, known here as Stonewell Cider.

Nohoval has reached an agreement with Carlsberg's French subsidiary House of Beer.

The total volume ordered by House of Beer in the first three years equates to the entire 2015 output of Finbarra by the West Cork-based family business. The cider will be sold in both bottle and draught formats across France.

House of Beer marketing director Arthur Lenormand said the French market is "cornered" between Brittany farmhouse and overseas industrial ciders.

"As with the micro beer sector, wherein lies our established expertise, we are convinced that there is a latent demand amongst French consumers for a new taste experience which will change their patterns of consumption.

"As a result we are delighted to be able to introduce Finnbarra to them. To enlighten and delight the French consumer with a different style of cider is an exciting challenge and we’re aiming to achieve that with a product of outstanding quality," he said.

Daniel Emerson described this, the company's largest deal to date as a "landmark" for the company.

"A large five year contract for a six year old company allows us to plan our business with greater confidence. That this contract is for a market of 63 million people and with a subsidiary of Carlsberg is a significant endorsement of both our business and our cider.”

Finnbarra Irish Craft Cider will be distributed nationally in France to both on and off-trade outlets by House of Beer across the company’s eight operational regions.

In the early phase of the five year contract, demand for Finnbarra Irish Craft Cider is expected to come from the core summer holiday market and also the many Irish-themed on-trade premises throughout France. Demand is expected to broaden beyond these core markets over time.

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