Black Country craft beer brewer Sadler’s Ales has landed a major export deal which will see its beers served in bars throughout Finland.
The deal will see the Lye-based brewer ship thousands of its Hop Bomb and Red Ale IPA bottles to Finland over the next year as it looks to ramp up its overseas business.
Sadler’s sealed the deal following a UK Trade & Investment (UKTI) trip to Latvia in November last year where it met with potential buyers.
Ian King, sales director, said the three-day Export Insight Visit (EIV) has proven to be an exciting catalyst for new business opportunities and markets.
As well as exporting to Finland, it is also in advanced talks with sales distributors in Norway and Sweden, after the opportunities were spotted by Paul Keeling, the company’s UKTI international trade adviser.
King said: “It’s an exciting time for the brewery and we are very pleased to be in the process of sending our first major consignment of beers to Finland, which will be sold in retail stores and bars across the country.
“It’s the culmination of a lot of hard work by the team here but we are confident about the quality of our beers and are determined to get our brand known in as many territories as possible.”
He urged businesses from the West Midlands who were thinking of exporting for the first time to seize the day.
He said: “We’ve been looking at the possibilities of exporting for a while and the trip to Latvia last year put us on a firm footing.
“UKTI has helped us to really focus on building our overseas market, so we’d recommend any business to see what they can achieve overseas.”
Paul Keeling, UKTI international trade adviser in the Black Country, added: “Sadler’s Ales is a very dynamic and enthusiastic company that is keen to explore as many export opportunities as it can.
“We’ve been working with the brewery for a few months now, offering support and guidance, and it is now starting to reap the rewards.”
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