The crisp, light and refreshing pilsner will be exclusively available on draught to the on-trade from today (2 June).
Two specially selected malts and three Czech hops are used in the brewing of the premium beer, which is said to offer a twist on the classic pilsner, and responds to an increase in consumer demand for “brews with personality”.
Molson Coors portfolio brand director Ali Pickering said: “In Prague there’s always something new and exciting going on underneath the surface of the city.
“In the same way, Pravha is the unexpected side of Staropramen – an unexpectedly refreshing drinking experience that you might not expect from a Czech pilsner,” she added.
Beer experts
Pravha
- From Staropramen
- 4% ABV
- Two malts
- Three Czech hops
- Available exclusively on draught to the on-trade
- Get it from 2 June
The new launch coincides with beer experts’ talk of an increase in demand from consumers for more sessionable beers, such as pilsners.
Pickering said: “In introducing this beer to the on-trade, we hope to excite consumers and drive increased rate of sale in the premium world beer category.
“We think this is the perfect beer for after work with colleagues or a night out with friends.”
Point-of-sale material will be available to support the launch and includes glassware, branded fridges, bar runners, coasters and signage.
Operators interested in stocking the new Pravha should email PravhaEnquiries@molsoncoors.com.
New beer trends
Meanwhile, new beer trends will be widely discussed at the Future Trends: Beer and Cider event in London later this month.
CEO and president of the US Brewers Association Bob Pease will give the keynote speech and tell delegates what the UK beer sector might expect from the continued rise of craft beer in the coming years.
Other speakers at the event, which is sponsored by headline partner Heineken and event partners Kegstar, Nigay and Willis, include beer and cider expert Pete Brown, beer and cider sommelier Jane Peyton and National Association of Cider Makers’ communications director Gabe Cook.
For more information about the event and to book your ticket contact Joanne Horton by email at Joanne.Horton@wrbm.com or by phone on 01293 610 403.
Alternatively, you can see the full agenda and book tickets at www.FutureTrendsBeerandCider.co.uk.