Carlsberg UK is extending its Holsten Pils portfolio through the launch of a draught version available in 30 litre kegs from May.
Darran Britton, Marketing Director for Carlsberg UK, said: "We conducted extensive research amongst consumers into the Holsten Pils brand after we acquired it. The most compelling finding was that many consumers believed that Holsten Pils was available in a draught version but just not stocked at their local pub. The reality was that Holsten UK did not have the capability in-house to produce a draught product. Carlsberg UK is able to plug that gap easily and meet a consumer demand by launching a draught version of Holsten Pils."
Britton added: "Holsten Pils is now the number three premium packaged lager brand in terms of actual bottles sold in the on trade. There is a real opportunity for current stockists of Holsten Pils to increase sales through Holsten Pils draught when you consider that rate of sale for a typical premium lager brand is five times higher than that of its counterpart."