Agência para o Investimento e Comércio Externo de Portugal


Portugal’s leading lager will arrive on UK shores through exclusive partner James Clay and Sons, based in Yorkshire, from this month.

Importer and brand manager James Clay and Sons, which already has breweries including Stone Brewing, Schneider Weisse, and Chimay on its books, has struck an exclusive deal with Super Bock to bring the Portuguese lager to the UK.


“This is the company’s goal when partnering alongside James Clay & Sons, a strong step towards the international expansion strategy for the Super Bock brand”, said Ricardo Figueiredo Silva, commercial director at Super Bock.


Created in 1927, Super Bock has been the Portuguese market leader since the 1990’s whilst also becoming a global brand, now selling over 3 million hectolitres across more than 50 countries.


According to Figueiredo Silva, the UK is a key strategic market for Super Bock, having been identified as having “great potential to grow, given its enthusiasm for the world lager category” and the number of British tourists who are familiar with the brand following trips to Portugal.


Matthew Eyre, head of sales for James Clay added: “The world lager category has seen a meteoric rise over the last few years in the on-trade. Currently the second largest category in draught beer and accounting for some 18% of overall keg volume, world lager seems set to continue its rapid growth. We are therefore delighted to be able to announce that Super Bock, the iconic beer of Portugal is joining James Clay & Sons.


“As the best selling beer in Portugal and with the country receiving more than 2 million visits from the UK in 2022 it’s certainly a beer that will be well known to many consumers and we look forward to contributing to its continued success in the UK.”


in The Drink Business