Czech lager Krusovice to launch in UK

11-Jul-2012 - Last updated on 11-Mar-2017 at 22:49 GMT

Krusovice: Draught will be sold at £4.15 a pint

A drinks distribution company is hoping the £4.15-a-pint price tag on a new Czech lager won’t put off UK drinkers, as retail sales of world beers in the past 12 months approach £1bn.

The Krušovice brand, which is owned by Heineken and will be distributed by SHS Sales & Marketing in the UK, is set to tap into the desire for authentic, European beers.

Initially, two beers from the range, Krušovice Imperial and Krušovice Cerné, will be launched in 330ml bottles at a RRP of £3.85, while a draught offer is in the pipeline to be sold at an rrp of £4.15 a pint.

“We are seeing particularly strong interest from consumers and trade customers in European heritage Pilsner that reflects a growing consumer desire for an authentic, traditional beer experience,” said Audrey Schillings, senior brand manager at Heineken International. “It is these prevailing market trends that led
to our decision to make Krušovice available throughout the UK for those who want to enjoy a premium-quality beer.”

Krušovice Imperial is a 5% ABV golden Pilsner lager and Krušovice Cerné is a 3.8% ABV dark lager. Both are made with Saaz hops, Czech malt and spring water drawn from a well in the Krivoklat Forest in the Czech Republic.

A consumer sampling campaign in London, Manchester, Bristol and Edinburgh will raise awareness of the brand.

Last year, on-trade sales of world beers grew 18% in value, according to CGA Strategy (MAT to 14 April 2012).