Dutch family-owned brewery Bavaria has launched its flagship 5% abv lager with a consumer ad campaign in men’s magazines.

The company – which is called Bavaria because it makes Bavarian-style pilsner – aims to raise its profile as a family-owned and run operation.

Managing director Rob Page told OLN: “We have been in the UK since 1985 but we haven’t ever really talked to consumers about the history of the Swinkels family. It’s important that we are a genuinely imported beer and we have provenance and heritage. 

“Consumers are looking for things with provenance and history and something slightly different. While Bavaria is not a craft beer, it is something that is different to standard premium products.”

The ad campaign will run in FHM, GQ, Q, Esquire, Wired and Men’s Health, which will advertise its alcohol-free variant. Online ads will also play on Youtube and the company has launched a website, bavaria1719.co.uk, as part of the push, which includes a social media campaign.

The company is planning to roll out billboard ads towards the end of this year. 

Bavaria produces more than 500 million litres of beer a year and turns over more than £300 million.

Page said he is excited by new products coming into the UK beer market.

He said: “The market is as competitive as ever, but with more exciting products coming in. People are becoming more discerning in their drinks and it is becoming a very exciting market.”

But he said retailers could do more to raise interest in beer fixtures. 

“I don’t think we do enough about taste. If we would give more tasting notes and food matches it would be really fantastic.”