Oz beers for UK rollout

Australian lagers VB and Crown are being prepared for UK success, as brand-owner Foster's hopes to tap into the growth in premium imported lagers.

The two brands are hugely successful in their native Australia and have been doing well through UK chain Walkabout under S&N for some years, which also distributes sister brand Foster's.

However, the company has now set up a UK arm, FBG International, to take VB and Crown in house and market and distribute the beers in the UK and Europe.

"We are very excited about the opportunity for these beers," said national sales manager, Anthony Clarey.

"In a very depressed market, particularly the UK on-trade, one of the few shining lights is premium imported world beers, which is exactly where these brands fit."

The company will position the beer between Heineken and Peroni. This year its strategy is to concentrate on building distribution as well as trade and consumer awareness, taking the brands out of the Australian expat community and introducing them to a wider UK audience.

A trade and consumer PR campaign, advertising and a link-up with various sporting events are all in the pipeline for later this year.

Clarey said: "In Australia VB is closely aligned with cricket and rugby league so we'll be looking to leverage some of those connections over here".

VB is better known as Victoria Bitter in Australia, despite the fact it is a lager. "Bitter is used to describe the taste of VB, which is a full-bodied lager," Clarey explained. "This is understood in Australia where it is the number one lager and very well known but to avoid confusion in the UK we will be referring to the brand as VB."

Both will be available only in bottles to begin with, though the company said it may look into a draught offer in the future.