Munich-based Augustiner-Bräu and West Yorkshire’s James Clay and Sons have signed a long-term import and distribution agreement. The deal designates James Clay and Sons as the exclusive custodians of Augustiner’s revered beers within the UK.
Managing Director, James Clay, expressed his pride in representing Augustiner’s values here in the UK, stating, “Augustiner’s unrelenting commitment to perfection is a powerful reminder that truly inspirational breweries have quality at their heart, not sales and profit. We seek quality, heritage, and authenticity in our partnerships, and few breweries exemplify this more than Munich’s Augustiner.”
The core objective of this partnership is to safeguard Augustiner’s quality standards, ensuring the freshest stock for UK retailers. A notable move towards sustainability involves transitioning to non-returnable packaging, facilitating recycling in the UK while eliminating the inefficiencies of return logistics and reducing the associated carbon footprint.
As part of post-Brexit regulations, bottles will proudly bear the label ‘James Clay and Sons’ as the official importer. Trade customers are set to enjoy full access to Augustiner-Bräu’s official glassware and merchandise range, promising a perfect serve every time.
Ian Clay, founder of James Clay and Sons, reflects on the partnership: “For approaching half a century, I have dedicated my professional life to sourcing the world’s finest beers and sharing them with discerning beer drinkers in the UK; this partnership with Augustiner perfectly embodies the mission.”
Under this agreement, a curated selection of Augustiner’s beers, including Helles and Edelstoff, alongside specials and seasonals, Pils, Weissbier, Dunkel Helles Bock, and Maximator, will be permanently available. The focus remains on developing the brand as the lager of choice in independent venues that appreciate its quality, tradition, and heritage.
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