Drinks distributor Eebria has relaunched with a new brand and website overhaul, following its pre-pack sale to Beer52 in 2024.
The B2B platform has been revamped following investment across its technology, commercial proposition and team. Founded as an online marketplace connecting producers directly with the licensed trade, it now seeks to become an “important national sales channel for drinks producers”.
Beyond simply allowing suppliers to list products on its website, Eebria was now developing “structured growth partnerships with producers”, combining trade distribution with marketing activity, helping with new customer acquisition and providing opportunities for suppliers across the wider Beer52 business.
“The ambition is to make Eebria much more than somewhere producers list their products and wait for orders to arrive,” said Jordan Wallace, head of business development at Eebria. “We’re increasingly sitting down with producers and asking what growth looks like for them, which customers they want to reach and what we can do together to make that happen. Equally, we’re working closely with pub groups and independent operators to help them discover brilliant products they wouldn’t necessarily find through traditional wholesale.
“The new brand and platform better reflect the business we’re becoming. There’s a huge opportunity to make Eebria one of the most effective ways for ambitious drinks producers to build a genuinely national trade presence.”
To support the next stage of its growth, Beer52 chief revenue officer Elliot Fisher has been appointed as Eebria’s managing director. Fisher had “worked closely with the Eebria team since the business was acquired by Beer52 in 2024”, Beer52 said.
“Eebria is a fantastic business with a genuinely valuable role to play in the UK drinks industry,” Fisher said. “It gives producers a route to thousands of trade customers without many of the traditional barriers associated with national distribution, while giving operators access to an incredible breadth of products in one place.
“We’ve invested significantly in the platform, the brand and the team because we believe there is a much bigger opportunity ahead of us. The new website is the most visible part of that investment, but behind it we’re building a stronger commercial business and developing much closer partnerships with both producers and customers.
“My focus is now on building on those foundations and making Eebria an increasingly important route to market for drinks producers across the UK. That means growing our network of trade customers, developing deeper partnerships with producers and using the wider reach of Beer52 to create opportunities that neither business could deliver in isolation.”
Eebria collapsed into administration in March 2024, before certain assets of the business were acquired by online beer retailer Beer52 for just £30k.
A deal to purchase Eebria on a solvent basis that would have seen its creditors repaid in full collapsed in 2023.
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