UK distribution of beers from Belgian independent brewer Haacht is transferring to wine and beer importer Morgenrot from January 2025. The move will build on the fast-growing UK popularity of Haacht’s beers, which include the SUPER 8 modern craft range; Primus, the original Belgian pilsner; and Tongerlo Abbey-style beers.
Morgenrot Group PLC will exclusively import and distribute Haacht’s draught and packaged beers in the UK on and off trade, offering them alongside its established range of premium brands. Subsidiary business Haacht Brewery UK will be wound up, with responsibility for all sales, marketing and brand support transferring to Morgenrot.
Matthew Langley of Haacht said: “Sales of our range have grown substantially since we launched the beers into the UK market two years ago, and our new import and distribution partnership with Morgenrot will enable us to step up another gear.
“Market access is one of the biggest challenges facing any independent brewer in the crowded and competitive UK market. Where our beers are available, they’re proven sellers in pubs, bars, taprooms and independent retailers, and working with Morgenrot will enable us to expand distribution more quickly than we could do alone.”
He added: “The fact that Morgenrot already distributes a number of premium beer brands from around the world was a big factor in choosing them to take our range. They understand how to sell and market beers to UK stockists in the on and off trade, and the importance of brand support such as bespoke glassware.”
John Critchley of Morgenrot said: “We’re delighted to be working with Haacht, one of Belgium’s largest family brewers with a reputation for quality beers. Their range is complementary to our established portfolio of premium imports and will enable us to offer customers a broader choice of beers, whether they are buying for a pub, tap room or bottle shop.”
Existing UK Haacht stockists will see no interruption in supply, with Morgenrot taking over fulfilment of orders from the start of January 2025. For all trade enquiries contact Morgenrot on 0161 925 9140
Haacht’s beer range includes:
- SUPER 8 craft range includes Cherry and Peach wheat beers blended with juice; Blanche, a cloudy wheat beer; Flandrien, a Belgian blonde; Export, a light blonde pilsner; Rouge, a full-bodied fruit beer with cranberries and cherries; and IPA, a hoppy and zesty interpretation of the classic style. SUPER 8 Rouge 0,0, launched in June 2024, won Bronze in the World Beer Awards No & Low Alcohol Flavoured category, while SUPER 8 IPA also took Bronze in the IPA American Style group.
- Primus, the original Belgian pilsner. With the recipe unchanged since its launch in 1924, Primus maintains its original taste and authenticity.
- Tongerlo, a range of traditional Belgian Abbey style beers, produced in partnership with the monks of Tongerlo Abbey. All bottle conditioned, there are three beers in the range, Blond, Bruin and Tripel. Tongerlo Bruin won the World’s Best Dark Belgian Style Dubbel at the World Beer Awards 2024 – a decade after Tongerlo Blond won Best Beer in the World.
