à BLOC establishes UK subsidiary, Alistair Stirling to run UK Business/join management team

Holland based cycling beer brand continues to grow British market presence.

LONDON (April 18, 2017)— à BLOC today announces that it is setting up a UK operating company, A BLOC UK Ltd, and that Alistair Stirling has joined the management to run the business in Great Britain. This setup will afford more and more UK cycling enthusiasts easier access to à BLOC’s growing product lineup and the opportunity to taste at local events.

“à BLOC's goal is to unite cyclists around the world by celebrating cycling achievements and to create a worldwide cycling community,” said Daan van Well, Directeur Sportif/CEO and co-founder. “I’m thrilled to have Al on board. Not only is he a keen cyclist, he also brings a magnificent mix of retail, procurement and marketing skills to the table. With Al, we will be able to expand à BLOC’s routes to market in the UK more quickly than ever”.

A key part of Alistair’s initial focus will be on brand activation and growing the distribution network in the UK, with the goal to connect à BLOC with key resale opportunities nationally. Alistair brings impressive career experience to the table. His accomplishments span UK retail and wholesale organisations, including the Coop, Asda & Woodward Foodservice (Now Brake Bros Group, largest in the UK Foodservice), and STM Procurement managing UK sales development for smaller brands in challenging sectors.

“While at Woodward, I spent a lot of time working with Iceland Retail & Booker Cash & Carry, as Woodward was part of the combined £7billion group. Managing core frozen food spend, circa £40m, sourcing UK/EU Own Brand & managing the full procurement/sourcing function, shared Alistair Stirling, “I’m thrilled to about the opportunity to lead the development of the à BLOC brand in the UK. As well as manage sales force and strategy for brand activation, marketing, PR and events. Anywhere you see British cyclists celebrating, you’ll see à BLOC.”

À BLOC currently has limited retail distribution in the United Kingdom. In addition to a growing list of cafes and bars that carry their beer, à BLOC also sells through http://www.alesbymail.co.uk/ across the United Kingdom.

About à BLOC

The goal of à BLOC is to unite cyclists around the world by celebrating cycling achievements and to create a worldwide cycling community of craft beer and cycling enthusiasts. à BLOC wants to be where cycling achievements are celebrated and stories are told, all around the world. To achieve that, they are developing a range of products, including our craft beer and mineral water, events and challenges.


For further information please contact: Daan van Well, Directeur Sportif/CEO, e-mail: daan@abloc.cc, mobile: +41 79 580 09 32

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About à BLOC

Craft Beer Made for Cyclists

à BLOC brings together two of our favourite worlds: cycling and craft beer. We blended these and put them in a bottle, creating à BLOC Superprestige Natural Blonde Beer. The recipe has been designed to be the most refreshing post-ride beer you can have. It contains elements of a Pilsner, IPA and Hefeweizen, and the result is a great tasting crisp and refreshing, unfiltered and unpasteurised craft beer, rich in proteins and vitamin B. On top of that, we added Alpine Minerals making à BLOC the perfect beer for after a ride.

We’re both local and global. We created the recipe with our master brewer in The Netherlands, and we work with craft brewers around the world to brew locally with the best ingredients. This enables us to brew our beer close to the cycling communities we serve around the world, making for a better quality beer and reducing transport. We sell online and we want to work with local bike couriers to deliver the beers. It’s a win-win for everyone, and better for our planet!

More about the beer at www.abloc.beer

We Share The Ride

à BLOC is more than just a beer. Our goal is to unite cyclists around the world and celebrate the beauty of cycling. We believe that performances and challenging each other are some of life’s greatest experiences. Through them, friendships are forged, especially in cycling. We ride hard, but we wait on the top of the climb to return together. So we can share our stories in good company. And with a great beer!

We created the wesharetheride.com platform to inspire cyclists and facilitate them going with friends to do what we like best: riding our bikes and discovering awesome places. So we’re not just selling beer, we’re creating a worldwide community of like-minded, passionate cyclists.

More about our community at www.wesharetheride.com