Euroboozer secures exclusive UK distribution of Mikkeller
The distributor will import an ever-evolving selection of seasonal and one-off specials from the critically acclaimed brewery, as well as the new four-strong, year-round Mikkeller range.
The beers in the core range are: Stick A Finger In The Soil (a 4.6% ABV pale ale), Hair In The Mailbox (a 6.3% ABV IPA), Wood Will Fall Down (a 4.2% ABV Berliner Weisse) and I Don’t Have A Red Shrimp (a 4.6% ABV Pilsner).
Mikkeller was set up in Copenhagen in 2006 by maths and physics teacher Mikkel Borg Bjergsø who began by experimenting with hops, malt and yeast at home.
Nomadic nature
The brewery’s reputation has been built by travelling the world and renting space at other breweries in order to release unique beers (the brewery does not have a permanent brewing residence).
With specialist Mikkeller beer bottle shops and bars around the world, the brand has released more than 800 beers since its inception with the brews now available in 40 countries.
Euroboozer managing director Martyn Railton described the deal as “the equivalent of Arsenal signing Bergkamp back in the day”.
“My superlatives just can’t do the brand, beer and people behind them justice – they’re that good,” he said. “Our phone has been ringing constantly with interest just from word of mouth so we have an incredibly exciting few months ahead of us.”
'Point of difference'
Mikkeller market manager for Europe & Asia Jonathan Winters added: "We are very happy to be working with Euroboozer, they have a solid track history of building and establishing brands in some great UK outlets.
“The extensive Mikkeller portfolio can appeal to all customer types who seek a premium offering to their selection. The UK market is very well developed with a lot of interest in our product, hopefully we can offer a point of difference to an already competitive landscape.”
Earlier this month, Mikkeller announced that it would be working with English singer, songwriter and radio personality Rick Astley to open a new craft beer bar in east London.
The bar will be based in Shoreditch and will open its doors on 19 October.
