BUDVAR UK has launched its dark lager in a new 330ml bottle size after sales of the Czech beer in the larger 500ml format are said to have doubled last year.
The roll-out of the 330ml bottle is being backed by point of sale material, including beer mats, bar runners and glassware, bearing the strapline: ‘Budweiser Budvar – the new dark age’.
Marketing controller Ian Moss said the launch of the smaller bottle size aims to help more drinkers discover Budweiser Budvar Dark, which is said to have gained ground with drinkers in their 30s in particular.
“500 Dark moves well in the pub trade but we want to increase penetration in bars, restaurants and gastro-pubs as well, and these are sectors where the 330 package is de rigueur,” he said.
