Interbrew to invest £1m in Staropramen as sales soar

Interbrew UK is to pump £1m into the marketing of imported Czech lager Staropramen.

This will include a new font and bottle design for a brand which has seen massive sales growth in the premium lager sector in the last 12 months.

According to the latest AC Nielsen statistics, on-trade sales of Staropramen have grown by 83 per cent in the last year.

Kim MacLarty, senior brand manager for Staropramen at Interbrew UK, said: "A growing number of on-trade retailers now appreciate that stocking a niche brand like Staropramen creates a clear point of difference, encourages consumers to trade up and delivers incremental value because of its higher retail price."

The shape of the new font mirrors the design of a traditional brew kettle - emphasising that the beer has been produced in the heart of Prague since 1869, while the bottle design will feature a silhouette of the city.

As if to underline the growing importance of genuine imports in the beer market, the neck label has also been reworked, with the word "imported" taking much more space and focus.

It has also renewed its sponsorship of international design festival Czechmania, which celebrates all things Czech.

A series of events will be held in London and Brighton this summer, in conjunction with the London Design Festival to celebrate this.

Interbrew UK will also target local pubs with support to help them maximise the opportunity and it will supply them with copies of the new Czechmania/ Staropramen Guide to Prague.