New supermarket listing

Export boost for Bellfield after securing Singapore deal

Bellfield brewery in Singapore

Expanding into new markets: Bellfield has secured a new deal in the Far East


Bellfield, the Scottish gluten-free microbrewery, has secured a listing with a multiple retailer in Singapore.

The deal, struck by agent Gain Brands International, will see the brewery’s beers on sale in 23 branches of NTUC FairPrice Finest supermarkets from next month. 

It follows live tenders in Sweden and in Canada as well as the setting up of distribution agreements in Norway , Finland, the UAE and France.  

In the year to date, the brewery has already seen international sales increase by 145% compared to 2017.

Bellfield launched its first two beers in March 2016 and is now exporting to the Netherlands, Malta, Singapore and Switzerland,  with an agency agreement in place in Canada.

Speaking about the new listing and agency agreements, Bob Hogg, international market development manager, said the beers have been well received internationally.

He said, “We have had great support from Scottish Development International that’s helped us to secure distribution agreements in key growth markets, where we see significant potential for volume sales.

“We also have a number of active tenders among the world’s largest alcohol buyers – Systembolaget in Sweden and LCBO in Canada – which we believe will lead to significant new business.”

Bellfield is targeting continuing growth in both craft beer and demand for gluten-free products. Illustrating the demand for gluten-free choices, ‘free from’ sales grew 36% year-on-year between 2016 and 2017, with gluten-free beer alone growing 83%.

Last month, the brewer announced that it is targeting further finance to help drive its rapid growth, especially into international markets, coordinated by the angel syndicate, Equity Gap with potential match-funding by Scottish Investment Bank.

This summer the brewery placed an order for a new 12 barrel (2,000 litre), turn-key brew plant that is now being fabricated and will be installed at its premises in Abbeyhill, Edinburgh in December 2018. 

Next month, Bellfield management will visit the US, to take forward ongoing discussions with distributors, retail groups and sales & marketing agencies and will launch a partnership with a leading US importer.

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