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Conor McGregor’s new Irish stout ‘Forged’ set to launch exclusively in ASDA this August 5th
“We are not here to take part; we are here to take over.”
Originally brewed in late 2020, Forged Irish Stout quickly gained popularity and became the number one Irish stout at McGregor’s own establishment, The Black Forge, located near his Dublin 12 residence. Outperforming its biggest rival week after week, Forged Irish Stout has now reached a pivotal point in its journey, with McGregor’s recent acquisition of a brewery enabling him to scale production and introduce his stout to a broader consumer base with its upcoming exclusive launch at ASDA, making the stout available at more than 370 of its stores. A smooth roasted stout ‘Forged’ has been described as the smoothest, creamiest, and freshest stout that enthusiasts can experience. The stout’s exceptional flavour profile is a result of a meticulously crafted blend of malts, including pale malt, crystal malt, Munich malt, black malt, roasted barley, and wheat. This unrivalled combination results in a stout with unparalleled depth and complexity, that sets Forged firmly apart from other stouts in the market. Conor McGregor stated: “I’ve said it before, and I’ll say it again. We’re not here to take part, we’re here to take over. This launch comes as a culmination of 2 years of hard graft from myself and The Forged Irish Stout team and I’m immensely proud to finally be able to get it into the hands of the British public. We’ve huge plans for Forged in the UK, Ireland, the US and beyond and I can’t wait for you all to join us on the journey.” Looking beyond the shores of Ireland, Conor McGregor plans to captivate the beer enthusiasts of the United Kingdom and beyond. A major international launch event is already in the works for later this year, promising an unforgettable experience for stout connoisseurs across the globe. Doug Leddin, head of marketing at Forged Irish Stout, said: “Created by one of the most famous and successful Irishmen in the world and brewed in his very own Dublin brewery, Forged is a 100% Irish stout. With this launch in Asda, we’re only just getting started.”Kite Packaging reduces minimum order value to £45 to support customers amidst economic crisis
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Capri Sun to take over sales and distribution from Coca-Cola Europacific Partners in Western Europe
Capri Sun Group Holding AG, the kids drink brand, will take back the sales and distribution of its iconic pouch drinks in France, Monaco, Great Britain, Netherlands, Belgium, Luxemburg, Sweden, Spain, and Portugal in 2024, bringing to an end the sales and distribution arrangement with Coca-Cola Europacific Partners (CCEP).
The decision was taken jointly and supports the strategy of Capri Sun Group to be closer to its customers and consumers, the wish to accelerate growth, and the vision of the company to become the most sustainable kids’ drink in the world.
The strategy to be closer to the market started around 5 years ago, by taking the sales and distribution back in-house in Switzerland, Austria, the Middle East, China, and most recently Poland. This so-called “go-direct” strategy enables the Capri Sun Group to be more agile and responsive in a fast-changing environment and allows a full focus on developing the Capri Sun business.
Capri Sun has recruited 70 new employees, who will now focus on preparing for the transition, which will begin in March 2024.
Roland Weening, CEO of Capri Sun Group Holding AG, explains: “CCEP has been a terrific partner for more than a decade, and we are grateful for the successful cooperation over the years. We have concluded on both sides that the future needs both companies to focus on their own brands. We are a privately owned company and as a global family favorite since 1969, are fully committed to reaching our vision to become the most sustainable kids’ drink in the world.
“We are planning the launch of recyclable pouches as well as more low-sugar products, and we will continue to drive innovation further. We will invest an additional €42mio in 2024 to support these initiatives and the transition. This will accelerate our growth and bring even more carefree fun and smiles for generations to come!”
CCEP and Capri Sun will continue to work closely together to support customers, both to deliver on 2023 business and growth plans and throughout the transition next year. The process will begin in March 2024, with different cut-over dates per market. CCEP will continue to co-pack Capri-Sun in Great Britain for the GB market to the end of 2024.