Fuller’s gets rights to Sierra Nevada

By Robyn Black

- Last updated on GMT

Related tags Beer

Fuller's will now import Sierra Nevada US craft beers
Fuller's will now import Sierra Nevada US craft beers
Fuller’s premium drinks arm, Westside Drinks, has confirmed it will be the sole importer of US craft beer Sierra Nevada.

From next month it takes over from the Leeds-based Vertical Drinks, with which it will still work closely to grow the brand.

Westside Drinks was set up by Fuller’s in September last year to concentrate on the growing craft beer scene.

“We now have the exclusive UK rights to the Sierra Nevada beers and will be importing and distributing three of its beers: the flagship Pale Ale, Torpedo (“Extra IPA”) and the Porter,” Westside Drinks sales and marketing manager, George MacNicol, told the Publican’s Morning Advertiser.


Westside Drinks currently has just six brands in its portfolio: Trappist ale Chimay (for which it has the exclusive UK rights to Chimay Gold); German Pilsner Veltins; Fuller’s-own Frontier Craft Lager, Black Cab Stout and the Cornish Orchards cider brand it bought in June last year; as well as Sierra Nevada.

“The advance of world and craft beers means that the average number of fonts on the bar went from 12 in 2008 to 17 in 2012,” MacNicol said.

“One in four outlets now stocks a craft brand, and in London one in three new openings has a craft beer focus.

"By setting up a dedicated arm in London, in the heart of the craft movement, we can be much more flexible and responsive to this booming sector of the market,” he added.

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