Elector Bavarian Gold launched into UK
A new German beer is being launched into the UK specifically targeting the mid-strength session lager market.
Elector Bavarian Gold, which is a 3.2 per cent lager, is being brought into the UK by beer importers and distributors Specialist Brand Development (SBD), which already has Paulaner and Sleeman's Honey Brown in its portfolio.
Interestingly, however, Elector is not a new beer - it is exactly the same liquid as German lager Paulaner Light. However, the decision was taken to launch it in the UK under a different name.
Adin Wener, national sales manager at SBD, said both SBD and Paulaner in Germany were concerned with the poor performance of 'light' beers in the UK.
"We do not like brand extensions," he said. "We have done a lot of work to establish the Paulaner brand in the UK and we felt the 'light' extension would simply undermine that."
Wener believes Elector will sit very nicely in the emerging category of imported session lagers.
Recent Nielsen statistics have shown that imported session lagers are taking volume from domestic lager brands. For example, Amstel volumes alone grew by 77 per cent in 2006. However, Wener believes there is a mid-strength niche which has yet to be fully exploited.
"Heineken used to own the mid-strength niche of between 3.2 per cent and 3.8 per cent ABV. Before it was withdrawn Heineken Cold Filtered had 1.6 million drinkers in the UK," he said.
"So there is a real opportunity for a lower ABV product that is great quality and at a strength that carries flavour."
SBD is recommending Elector be sold between £2.60 and £2.80 a pint and is targeting it at destination outlets - "the great country pubs where you can have a fantastic beer experience," adds Wener.
