Krombacher's UK strategy
Germany's number-one beer, Krombacher, is to ramp up its marketing activity in the UK as it looks to roll out its Pils brand.
The brand is currently stocked in around 150 outlets with Krombacher targeting the premium segment of the market for expansion.
It intends to launch a support package to help licensees train their own teams in how to serve Krombacher with "flair and grace".
As part of its marketing
for the year, Krombacher will be showcasing its Pils, Weizen (wheat beer) and Dark lager products at the Publican's Morning Advertiser Great British Pub Awards in September.
"We'll be bringing over some expert bartenders from our brewery in Germany to create some flamboyant theatre around the service of the beer," said UK distributor Julian Penny.
Krombacher is hoping to capitalise on its number-one position in Germany to increase its penetration in the UK market.
"Krombacher beer is in substantial growth, albeit from a historic low base," said Penny.
"Our plan is to continue a targeted growth strategy supporting the premium position that the beer has in Germany.
"As the world-beer category continues to grow, we aim to tap into the interest shown by consumers by offering our partners and stockists a truly authentic world beer that is both brewed and number one in its home market."
