Maxol strikes five-year partnership with Bewley’s
Published on: Sep 14, 2023
The €10M deal includes coffee beans, equipment and new product innovations across the brand’s fuel retail network.
Maxol announced a five-year contract with one of Ireland’s leading coffee and tea companies, Bewley’s. Valued at €10 million, the contract includes 270 tonnes of coffee beans exclusively sourced for the fuel retail brand and the installation of new coffee machine equipment across 72 stores.
This partnership will also see the introduction of two new variants across an initial 20 Maxol sites: iced coffee and oat milk coffee. As part of the contract, 130 coffee machines will be replaced, units will be upgraded and new digital screens will be installed.
This marks a new chapter in the relationship between both companies, as Bewley’s has already supported the roll out of Maxol’s proprietary ROSA coffee range in 2018.
“Maxol is becoming as well known for its coffee as it is for its traditional fuel and retail convenience offering. Therefore, choosing a partner that could not only provide a fantastic quality product but was also highly innovative was critical to our decision to work with Bewley’s again,” said Brian Donaldson, CEO of The Maxol Group.
Coffee represents a strong category for Maxol, as more than 3.5million cups of ROSA coffee were sold in the Republic of Ireland last year.
