Dutch courage

18 May, 2007

Bavaria is planning a major marketing drive over the next three years to boost sales and the brand's profile in the UK.

Currently the brewer's range, which includes Bavaria Premium Pilsner and non-alcoholic lager Malt is distributed to 33 per cent of the off-trade, but Mike Teague, UK sales director, wants to see distribution up to 70 per cent by 2010.

He said: "That will be via the multiple grocers, the key convenience chains and the major cash and carry groups. "

Bavaria is planning to launch a range of fruit-flavoured non-alcoholic lagers, after Malt grew sales by 455 per cent last year, according to Nielsen.




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Richard Hemming MW asks: what’s the next step for indies?

In the not-too-distant future, when all humans are born with inbuilt VR headsets and Trump is Supreme Commander of the Known Universe, how will students of wine look back on the present era of retail in the UK? And, in such a dystopian world, why would anyone care?

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