German brews hit niche beer market
German brewer Paulaner has teamed up with Specialist Brand Development (SBD) to launch a band of Bavarian brews into the UK.
SBD, a UK distribution and marketing company that specialises in niche imported beer brands such as Affligem, Fruli and Wieckse Witte, is looking to breathe life into a sluggish beer sector with the introduction of a quartet of Paulaner beers imported from Munich.
While some of Paulaner's bottled beers have popped up in UK pubs and bars through the "grey" market in the past, the brand will now be officially available on draught as well as in bottles for the on-trade with specialised branded glasses and stylish Paulaner fonts accompanying the launch.
As well as style bars and gastropubs, SBD will also be targeting urban and rural pubs that have a strong focus on real ales.
Nick Holmes, managing director for SBD, said: "The beer market in the UK has been lacking innovation and excitement for the consumer.
"Consumers' tastes have become much more sophisticated in recent years and the Paulaner portflio of beers will provide a variety of top-quality choice beers from the world's most famous beer region."
Priority will be given to both Paulaner Bavarian Wheat Beer and Paulaner Original Munich Lager with the former being pushed as a unique alternative to the leading, yet increasingly mainstream white beer, Hoegaarden.
Andreas Kahrs, Paulaner sales director for Europe, said: "Our research among British beer drinkers has shown that Paulaner's wheat beer has great potential - it is a distinctive and refreshing beer, which appeals to both men and women.
"None of the other German wheat beers have really made the kind of entry into the British market that our research shows could be possible."
Mr Kahrs added that Paulaner's Munich lager will be pushed as an upmarket alternative to the mainstream lager brands.
"We will be emphasising the beer's Bavarian roots and we are hoping to bring a Bavarian beer-garden culture to the UK," he added.
Meanwhile, the Paulaner Oktoberfest Bier is being released for a limited period of three months and its launch will coincide with the inaugural London Bierfest at Spitalfields from September 24 to October 3.
The Paulaner portfolio
- Paulaner Bavarian Wheat Beer, 5.5 per cent ABV
- Paulaner Original Munich Lager, 4.9 per cent ABV
- a limited edition Paulaner Oktoberfest Bier, six per cent ABV
- Paulaner Salvator, a darker, stronger brew with an ABV of 7.5 per cent.
Pictured: Stylish new fonts will accompany the UK launch of Paulaner's beers.
