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Maxol Announces €10m Contract With Bewley's

By Donna Ahern
Maxol Announces €10m Contract With Bewley's

Maxol has announced a five-year contract with Bewley’s.

Valued at €10 million, the contract includes 270 tonnes of coffee beans exclusively sourced for Maxol by Bewley’s, and the installation of new coffee machine equipment in 72 Maxol company owned stores. 

According to the forecourt retailer, the multi-million euro deal between two of Ireland’s leading, family-owned companies followed a competitive tender involving four companies.

The partnership will also see the introduction of two new variants across an initial 20 Maxol stores: 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 and, for the first time, selected Maxol stores will offer customers iced and oat milk coffees.



Brian Donaldson, CEO of The Maxol Group, said, “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. 

"The synergy between two Irish, family-owned companies working together in the retail convenience space was also important and, given the estimated 20 million cups of ROSA coffee we expect to sell over the next five years, we are confident we have secured a really strong partnership. 

 Jason Doyle, MD of Bewley’s, added, “We look forward to building on our great collaboration to deliver an innovative, sustainable and quality experience for consumers with our renowned Fair Trade coffee and Rainforest alliance certified tea together with our unrivalled coffee equipment and servicing expertise.

"It is a great privilege for us to partner with a like minded, family-owned Irish business where superior quality is a non-negotiable element.”

Read More: Maxol Returns To TV With New Multi-Platform Campaign

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