Czech mate as brewer adds to stable


CARLSBERG last week assumed the UK marketing and distribution rights for Czech lager Staropramen.

The 5% ABV beer, which is owned by StarBev and already established in the UK, joins Carlsberg’s growing world beer portfolio, which includes San Miguel and Tuborg.
Carlsberg UK chief executive Dr Isaac Sheps said the new contract with StarBev “reiterates our ambition to continue to grow market share in the UK and underlines our determination to be the leading player in the fast-growing world beer category”.
He said Carlsberg, which assumed brand duties on August 14, will use Staropramen’s Czech heritage to market the brand in the on and off-trades. The deal comes as the brewer launched a new TV ad for Danish beer Tuborg
Meanwhile, AB InBev is reintroducing German beer Löwenbräu to the UK on-trade.
The 5% ABV beer, which is brewed in Munich, was introduced in draught format earlier this month after an absence of several years. AB InBev is supporting the relaunch with branded fonts, glassware and point of sale material.
“Löwenbräu complements our portfolio of world beers and offers our customers another quality German draught beer,” said Tim Clay, on-trade sales director at AB InBev.
“Löwenbräu appeals to consumers who want new taste experiences and can appreciate the brand’s authenticity and provenance.”
AB InBev bought the Spaten-Franziskaner-Löwenbräu Brewery in 2004.
The beer, which is brewed in accordance with the German Reinheitsgebot purity law, has been produced for well over a century.