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Dutch bicycle beer creates UK subsidiary

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.

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