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CSRMorgenrot To Raise Money for Alzheimer’s Charities in 50th Year

Morgenrot To Raise Money for Alzheimer’s Charities in 50th Year

Manchester-based beer, wine and spirit importer Morgenrot is looking to raise money for Alzheimer’s charities and causes in 2020 through a wide range of fundraising activities as part of its 50th anniversary celebrations.

Set up on the 23rd September 1970, Morgenrot continues to be a proudly independent, family-run importer with famous world beer brands such as Krombacher, Alhambra, Quilmes and Windhoek Lager supplemented by an eclectic selection of wine, sherry, vermouth and spirits.

The company is now run by Carl Plath, whose father Rudi set up and made a success of the company before being diagnosed with Alzheimer’s in 2010. In recent months, Rudi was one of the first to contract and then beat the Covid-19 virus in the north of England.

In honour of Rudi, to celebrate his and the company’s achievements and to support the incredible people helping Alzheimer’s sufferers and their families in the north, especially over the last few months, the Morgenrot team will be running a series of charitable events, raffles and fundraising initiatives throughout the year.

The company kicked the campaign off in style at the BrewLDN event in February prior to lockdown with all the bar takings from the Cape Brewing Co, Craft Spain and vandeStreek stands being donated to the charity fund.

The £879 that was taken has already been donated to the Marple Dementia Drop In. The group provides support to Rudi, other sufferers and their families in the Manchester area.

Carl Plath, Morgenrot Managing Director, said:

“Fifty years in business is a huge achievement so our plan was for 2020 to be all about thanking our team, suppliers, partners and making it a celebratory year to remember. As the roots of the company were planted and grown by my father though, we felt it was important that he was central to our thoughts and celebrations. Alzheimer’s is a horrible disease which our family has seen close up so we’re delighted to pay tribute to my dad and his achievements, while at same time supporting the incredible people caring for Alzheimer’s sufferers and their families in Manchester and the wider north. With the care sector being put under huge pressure in recent months by COVID-19, we’re hoping the money we can raise will be a huge help to some of the unsung care heroes on the front line.”

From humble beginnings – The Morgenrot Group Story

The Morgenrot story really began in 1964 when young banker Rudi Plath decided to head to the UK from his home in Germany in search of excitement following the completion of his national service.

Getting a job as a wine salesman on arrival, Rudi excelled and soon discovered a passion for quality drinks. He met his other true passion and love in 1965 – Miss Valerie Glover. They moved to Manchester in 1967 and then married in 1968.

As the entrepreneur in him started to awaken, Rudi saw a gap in the market, packed in his job and together with Val launched Ahrkellerei Morgenrot – a specialist German importer – on the 23rd September 1970.

Initially based out of an old garage in Bolton, the company specialised in German wine but soon expanded in to other drink categories and international markets.

Fast forward fifty years, Morgenrot is still proudly independent and family-run distributing its products the length and breadth of the UK.

Now based out of a 20,000 ft site in Manchester, the business is in the capable hands of Rudi’s son –Managing Director Carl Plath – and continues to represent some of the world’s most iconic brands such as Quilmes, Windhoek Lager, Cape Brewing Co, Hecht & Bannier, Somewhere Else, Planet Bee, Loxarel and Tribaut to name a few.

A key company strength has always been its relationships with suppliers and brands, which is highlighted by the fact Morgenrot has now been representing Germany’s leading beer brand Krombacher in the UK for 32 years, wineries – Vallemayor from Rioja, Spain, for 30 years and Bennati from Verona, Italy, for 25 years.

While Germany continues to be a core area of the business, in the last decade the company has gone global and has been a key instigator and driver of trends across the drinks trade with its iconic world beers and ‘Off the Beaten Track’ wines helping to drive impressive growth.

With Spanish food and drink enjoying a boost in the UK, Morgenrot was perfectly positioned to capitalise and now has an unassailable selection of Spanish drinks including the Bodegas Baron Sherry brand, Padro & Co Vermouths, five regional Spanish gins and a vast portfolio of Spanish wine.

The company also represents the famous Alhambra beer brand and was the first to bring in craft beers from Spain’s exciting craft beer scene such as Mala Gissona from San Sebastian, La Pirata and BeerCat from Barcelona and Palax from Rioja.

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