The multinational brewery SABMiller has entrusted Hijos de Rivera with the distribution in Spain of two of its most well-known brands, Miller and Grolsch. This agreement represents important backing for our distribution company, which moves forward to become a benchmark operator in Spain and adds two emblematic, internationally known brands of beer to its product offer.
SABMiller is one of the largest brewers in the world with over 70,000 employees. It is present in more than 75 countries, and offers over 200 brands of beer.
From this month, the Hijos de Rivera distribution network will market Miller and Grolsch beers in different formats for both off-trade and on-trade channels.
International beers of reference
Miller Brewing Company is an American brewery established in 1883 by a German immigrant who maintained the European beer-making tradition. Its brand Miller Genuine Draft is a light and refreshing golden beer, with 4.7% alcohol content. It stands out for its innovative cold filtering system which eliminates the need for pasteurisation.
Grolsch is a Dutch brewery established in 1615. In 2004, it inaugurated the most modern brewery in the world in the east of Holland, and built a seven-kilometre long pipeline to continue extracting water from the same well and, hence, maintain its flavour. It has belonged to the Miller group since 2008. Its beer, a Premium Lager style, is defined as a beer of exceptional character, with a clear, golden colour, a very white, full-bodied, creamy froth. One of its emblematic characteristics is the bottle’s swing top cap which eliminates the need for a bottle opener.
An agreement for the long-term
Ignacio Rivera, Hijos de Rivera CEO, has stated that this is “an important step forward in the objective of making our distribution business a reference operator in the Spanish market.”
Filippo Scandellari, General Manager of SABMiller Europe, has highlighted the similarities that both companies share, such as “ensuring extreme quality in everything we do, a solid, long-term vision, a real passion for beer and a responsible attitude towards our consumers and market partners.” In his own words, “Hijos de Rivera has a detailed knowledge of the Spanish market whilst Miller has a solid international background. An agreement between both of them seems natural.”
Besides this, Scandellari added that he has great expectations with regards to this distribution agreement, and he hopes for a successful long-term relationship between both companies.
