UK: Molson Coors-owned Staropramen releases new 4% ABV pilsner Pravha

Molson Coors-owned Staropramen has released a new light 4% ABV pilsner for the on-trade called Pravha, which has been revealed to the Publican’s Morning Advertiser first.

The crisp, light and refreshing pilsner will be exclusively available on draught to the on-trade from June 2.

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.

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.

02 June, 2016