E-Malt.com News article: United Kingdom: SABMiller to launch UK’s first on-trade exclusive beer

Miller Brands is launching a new draught Czech beer, Kozel, exclusively into UK pubs, The Publican communicated on September, 17.

The beer, a four per cent ABV premium lager, will not be available in the off-trade, giving pubs a unique selling point over their supermarket competitors as well as the chance to capitalise on the price point commanded by a premium world beer.

The marketing around Kozel – which means ‘goat’ in Czech – will use quirky humour to highlight the idea of socialising with friends and family in a pub environment.

The beer already enjoys huge popularity in the Czech domestic market where it has been brewed since 1874 in the village of Velké Popovice.

It is understood the beer is being trialled as of this month in around 100 managed pubs across the UK and will then be rolled out to the rest of the pub market alongside a nationwide promotional push which will include posters, sampling and in-pub kits including merchandise giveaways and interactive games.

Speaking exclusively to The Publican, Nick Miller, managing director of Miller Brands UK, said: “Looking at the extensive range of beers within the SABMiller portfolio, we identified Kozel which satisfies the demand by 25 to 40-year-old men for an easy-drinking flavoursome beer for mid-week, after-work occasions.

“The addition of this beer to Miller Brands UK’s portfolio will enable us to offer our customers an authentic world beer that will complement their existing range of premium products adding value to their business and consumer offer.”

The company’s existing beer brands in the UK include Peroni, Pilsner Urquell and Miller Genuine Draft.

Kozel is believed to be the first on-trade exclusive world beer launched into the UK market.


17 September, 2010