Noble Rey announces European expansion

Image courtesy of
Noble Rey Brewing Co.

Looking to expand its reach to overseas markets, Noble Rey Brewing Co. of Dallas has announced a partnership with Neodif, a beverage retailer based in Nantes, France.

Noble Rey's can designs were the catalyst in bringing the two companies together, as Neodif took notice of the brewery's distinctive packaging. Samples were then requested and shared, leading to an agreement giving the French company exclusive rights to produce, package and sell Noble Rey's beers in France and potentially other locations throughout Europe.

Ahead of the launch, founders Chris and Kindra Rigoulot were joined by head brewer Tommy Miller as they toured potential contract breweries in France and Belgium with Neodif’s managing director, Gildas Hays. The trip was undertaken in order to choose which facilities would be the best fit for production.

Two Noble Rey recipes, Vertigo (a double IPA) and Sex in a Canoe (an American light lager) ,were chosen for the first wave of production, which began at the end of 2017.

Both beers have been specifically reformulated for the European market by Miller, with the first cans expected to hit shelves at the end of February. As for where to get them, France's largest chain store, Carrefour, will carry Noble Rey products exclusively at the start.

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Noble Rey can designs are the work of TILT and graphic designer John Rubio.