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

Download PDF
Download PDF
About à BLOC

Over À BLOC®

À BLOC® is Frans voor ‘volle bak’ een wielerterm die precies weergeeft wat onze ambitie is. Vol gaan voor het beste bier dat we sporters kunnen bieden. À BLOC® brengt sinds 2016 Natural Blonde Beer op de markt in Australië, Zuid-Afrika, Denemarken, Zwitserland, Engeland en Nederland. Een vol, fris blond bier verrijkt zuivere bergmineralen uit de Zwitserse Alpen, en met 4,9 % alcohol.

In de zomer van 2018 introduceert À BLOC® zijn tweede craft beer met Alpine Minerals®: Ultralight IPA, een echte "India Pale Ale" en dus vol van smaak. Maar ook laag in alcohol en calorieën (1,2% en slechts 13 Kcal/ 100 ml) en rijk aan mineralen en daarmee het ultieme sportbier.

Bier is het belangrijkste product van À BLOC®, maar we zijn méér dan een biermerk. Wij geloven dat sportieve prestaties altijd gevierd moeten worden. Bij voorkeur met vrienden. Het beste halen uit jezelf en anderen inspireren dat ook te doen, avontuur beleven en vooral je ervaringen samen delen, ligt aan de basis van alles wat wij doen: “Life is what you make it”.