Dutch bicycle beer brand à Bloc has created a UK subsidiary – it is to be run by food distribution specialist Alistair Stirling.
À Bloc CEO Daan van Well said "À Bloc's goal is to unite cyclists around the world by celebrating cycling achievements and to create a worldwide cycling communit. Alistair is a keen cyclist, and he also brings a magnificent mix of retail, procurement and marketing skills to the table."
Stirling has worked for Coop, Asda & Woodward Foodservice and STM Procurement.
He said: “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.”
Earlier this year, À Bloc was massively oversubsribed in a crowdfunding drive.