– Exclusive On Trade Roll Out for Popular German Beer –
London (July 26, 2011) – Anheuser-Busch InBev is pleased to announce the return of Löwenbräu to the UK on-trade. The German brand will be rolled out nationally across the on-trade in draught format from mid-August.
The brand joins the company’s World Beer portfolio that also includes Hoegaarden and Leffe. The launch comes at time when the world lagers category is in growth with CGA data showing an 11.6% category growth last year.*
Brewed since 1383, Löwenbräu is still produced in Munich and is brewed according to the German Reinheitsgebot (purity law) that dates back to 1516.
A genuine import, Löwenbräu will be sold as a 5% ABV and is a refreshing yet characteristic beer, slightly dry, spicy, with a trace of malt and delicately bitter.
Branded fonts, glassware and point of sale items will be available to accompany the launch.
Tim Clay, On-Trade Sales Director for Anheuser-Busch InBev said; “Löwenbräu complements our portfolio of world beers and offers our customers another quality German draught beer. Löwenbräu appeals to consumers who want new taste experiences and can appreciate the brand’s authenticity and provenance.”
Notes to editors:
*CGA May 2011 MAT YOY
Customers interested in stocking Löwenbräu should contact InBev Customer Services on 0870 608 0 608