Way to Blue promotes “world’s best-selling Portuguese beer”

Way to Blue has been appointed to handle the UK consumer and trade PR launch for Super Bock, which claims to be the world’s best-selling Portuguese beer.

Owned by Unicer, the largest beverage company in Portugal, Super Bock, which was first brewed in 1927, sold over 3.4 million hectolitres across 50 countries in 2014.

The agency’s consumer brand team has been briefed to work with Unicer and Super Bock’s UK distributor, Brookfield Drinks, to promote the roll out of the drink across the UK.

Super Bock has already won listings in grocery outlets including Tesco. Way to Blue’s on-trade distribution strategy will see it targeted at premium independents and gastro bars and will roll out through the summer months.

A collaboration has already been agreed with London restaurant Taberna Do Mercado, which is owned by Portuguese chef Nuno Mendes.

Alan Twigg, head of consumer at Way to Blue will lead the account and report to Brookfield Drinks MD Nigel McNally.

McNally said: “Alan and his team understand the market and came to us with great experience across beers, wines and spirits. We delight in the fact that they love the beer, but also know the genuine power this brand has to break into the heart of the world beers category which is currently booming.”

Twigg added: “This is a brand that is all about conviviality, friendship and the Portuguese way of enjoying life. I have been drinking it for a long time in numerous sojourns to this great country. We now aim to open up a window on the modern, young and dynamic culture of the increasingly cosmopolitan cities of Lisbon and Porto and create real buzz around its full scale roll out.”