By Amy Looker, editor National Liquor News

Rebello's Cheeky Rascal cider has signed a distribution agreement with Westons World Brands.

Effective from 1 August the new deal will see Westons take on national distribution for the Mornington Peninsula-based cider maker, which launched its Cheeky Rascal range two years ago.

Rebello chief executive officer Ruth Gallace says the move is to "ensure broader distribution nationally and better position us in all sectors of the trade".

"This will simply increase our distribution – nothing else changes within the business and we look forward to continuing to create innovative products for our customers, which set the benchmark in quality cider and continues to surprise," Gallace said.

Westons World Brands managing director, Roger Jackson, said the company is excited about the opportunity the Cheeky Rascal brand presents. 

"The fit between Westons and Rebello is perfect. Both companies are independent and family-owned, with strong core values that have resulted in a range of award winning products that have quality and provenance at their heart and soul."

The partnership will also see Cheeky Rascal’s sales team join Westons World Brands. 

"This means there is consistency for our existing customer base and a great level of internal knowledge about the work that goes into making our ciders, our innovative approach and our passion, and this is something reflected at Westons World Brands in its own culture," said Gallace.

"Ultimately Westons and Cheeky Rascal ciders will be in more outlets giving more consumers greater opportunity to enjoy quality, refreshing and characterful ciders," said Jackson.

Westons World Brands cider portfolio currently includes Stowford Press, Old Rosie and Wyld Wood Organic.

The Shout Team

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