Mikkeller can be as good as Dennis Bergkamp, says new distributor
Euroboozer boss Martyn Railton has likened his firm’s exclusive distribution deal for Mikkeller to Arsenal signing Dutch maestro Dennis Bergkamp back in 1995.
The forward’s arrival sparked an upturn in the Gunners’ fortunes and he went on to win three Premiership titles and five FA Cups, while dazzling with his general brilliance. He is now immortalised in a statue outside the club's Emirates Stadium.
Railton is hoping that revered Danish brewer Mikkeller can have a similarly transformative impact on his distribution company.
The range includes quirky brews such as Stick a Finger in the Soil pale ale, Hair in the Mailbox IPA and Wood Will Fall Down passion fruit Berliner weisse.
Railton said: “For me as an Arsenal fan, this deal is the equivalent of us signing Bergkamp back in the day.
“My superlatives just can’t do the brand, beer and people behind them justice – they’re that good.
“Our phone has been ringing constantly with interest just from word of mouth so we have an incredibly exciting few months ahead of us.”
Jonathan Winters, Mikkeller market manager for Europe and Asia, added: “We are very happy to be working with Euroboozer, as they have a solid track history of building and establishing brands in some great UK outlets.
“The extensive Mikkeller portfolio can appeal to all customer types who seek a premium offering to their selection.
“The UK market is very well developed, with a lot of interest in our product. Hopefully we can offer a point of difference to an already competitive landscape. ‘’
Mikkeller was set up in Copenhagen in 2006 by maths and physics teacher Mikkel Borg Bjergsø, who began by experimenting with hops, malt and yeast at home.
He is dubbed “the world’s most famous and successful nomadic brewer”, having built the brand without a brewery, but by travelling the world and renting space at other breweries in order to produce his unique beers.