Wrexham Lager expands into Scandinavia

The moves comes after the brewer secured new long-term partnerships in Norway and Sweden with leading importers of beer Brewery International, and in Denmark with distributor Premium Beer and Beverages.

In Norway and Denmark, Wrexham Lager beers will be made available across the 440ml can, 330ml bottle and 30L keg formats, while bottle and kegs will be sold in Sweden.

The partnerships with Brewery International and Premium Beer and Beverages will serve as a test-bed for the brand as it explores the plausibility of further European expansion.

The launch of ‘Welcome to Wrexham’ on Disney+ has brought spotlight to the area and helped deliver incremental growth for the business, with interest in the brand growing outside of the UK.

Meanwhile, the new listings will feature Wrexham Lager’s new look​​, which the brewer hopes will increase visibility and help its beer stand out on shelves.

“The launch of The Wrexham Lager Beer Co in Scandinavia is a significant achievement for the brand,” ​said James Wright, the firm’s chief executive officer who discussed his plans during an extensive interview with Food Manufacture.​​

“We’re proud to bring the rich heritage of Wrexham Lager to these counties and are confident lager drinkers will be impressed with our high-quality products and they’re refreshing taste.​

“The terms of our agreement with both Brewery International and Premium Beer and Beverages gives The Wrexham Lager Beer Co a genuine opportunity to become a recognised and widely enjoyed product across Scandinavia.​

“As we’re quickly moving into the second half of the year, we’re looking forward to seeing The Wrexham Lager Beer Co continue to go from strength to strength.”​

Brewed in Wales since 1882, the Wrexham Lager is the oldest lager brewery in Britain.

After ceasing operations for a period following the turn of the century, the Roberts family relaunched the brand in 2011 and it continues to be family owned to this day.

In other news, Waitrose & Partners has announced the acquisition of meal-kit delivery service Dishpatch.​​