BrandsBriefs

Pierhead looks east

Imported beer specialist Pierhead Purchasing is beefing up its portfolio with the addition of a South Korean beer. Max Prime is a 4.5% abv lager made using US Cascade hops, a special non-thermal fermentation process and 100% rock-bed water, which is drawn from a deep water well. Described as a "full-bodied beer with a wheaty flavour", the company said it would be a good match for Asian dishes.

Pierhead's extensive range of international brands already features several Asian brews including Chinese beer Zhu Jiang Pearl River, Bintang from Indonesia, Hui and Saigon from Vietnam,

and Orion from Japan.

Orchid trials draught Victoria

The Orchid Group is testing Australian favourite Victoria Bitter on draught across its estate. The beer's importer, Specialist Brands, said it had chosen to work with the pub operator because both companies shared a "spirit of innovation". The drink, which is more commonly available in bottles, will be sold in a draught format in four outlets.

Robinson appoints Holt

Steve Holt has been appointed brand development manager for regional independent brewer Frederic Robinson.

Holt was a founder director of Cains Brewery and prior to that was marketing and commercial director at the Mansfield Brewery Company. More recently, Holt has established Vertical Drinks - a brand development business for UK and imported beer brands, bringing in a range of award-winning products including Sierra Nevada Pale Ale and Veltins Pilsner. Holt said: "The support of Robinson's infrastructure and its highly-efficient packaging facility presents tremendous opportunities for the growth of Robinson's brands and the imported beer business. It also gives additional sales resource, particularly in the on-trade where there is considerable potential for authentic, high-quality imported brands."