E-Malt.com News article: New Zeeland & UK: DB Breweries’ launch of Monteith’s brand in UK successful

DB Breweries’ launch of one of its best-loved brands, Monteith’s, into the UK market has been a sell-out, according to company’s press release, August 8.

Just three months after entering the buoyant UK market, Monteith’s New Zealand Lager has sold out of its original shipment and required additional cases to be brewed and airfreighted to meet growing demand.

“We are always on the look-out for new markets and we recognised that there was a clear gap in the UK for a genuinely-imported New Zealand lager,” according to Andy Daniells, New Zealand Business Development Manager at Monteith’s Brewing Company.

“The UK premium beer market is very dynamic and experiencing considerable growth at the moment. We believe now is a good time for the discerning UK lager drinker to discover the crisp, refreshing taste of Monteith’s and capture a little bit of the adventurous Kiwi spirit! “We had estimated that we would sell four containers in the first twelve months however we have sold five in just the first three months. We are now on track to sell one container a month rather than the forecast of one a quarter,” says Mr Daniells. Building on over 130 years of brewing experience, Monteith’s New Zealand Lager is brewed from 100% New Zealand ingredients (water, hops, barley and malt) and produced specifically for the UK market and with UK tastes in mind. “This export beer is a 5% ABV pilsner lager. It is a spicy and slightly fruity lager with a late hop aroma and refreshing bitterness that gives a clean, crisp finish on the palate,” says Mr Daniells.

The packaging has also been adapted for the UK. It features a green 330ml glass bottle embossed with a silver fern, and a label in the traditional New Zealand colours of black and silver featuring the proud Monteith’s logo including the image of an upright shovel reflecting its roots in the gold mining period of the 1800s. All of this gives Monteith’s New Zealand Lager a distinctly kiwi feel.

Currently Monteith’s New Zealand Lager is available on-premise through 12 Corney and Barrow bars in London with a further two off-premise distribution deals recently secured with 50 premium supermarkets Waitrose and Booths.

While there are no immediate plans to launch Monteith’s New Zealand Lager permanently into the New Zealand market, Monteith’s drinkers were given the opportunity to sample the product during the first four weeks of the launch into the UK through Monteith’s 19 Craft Beer Bars. Future plans for Monteith’s New Zealand Lager in the UK include securing a third offpremise account and DB is also looking to develop a four or six pack to complement the single bottle format. “We put a lot of thought into taking on the UK and the signs are all there that we are making the right moves.”


17 August, 2007