CWF hopes to cash in on World Cup fever with Italian lager
Huddersfield-based CWF is hoping a lager addition to its portfolio will benefit from the popularity of world beers.
Italian lager Birra Castello is brewed in northern Italy, in a former Heineken brewery. CWF said it is “deep in colour with a rich, nutty and barley aroma” with an abv of 4.8%. It is available in both 33cl (rrp £1.09) and 66cl (rrp £1.99).
Marketing manager Vicky Lee said: “The generic lager market is fiercely competitive, however we know consumers want to purchase premium Italian lagers – we can see that from the success of brands such as Peroni and Birra Moretti.
“Excitement surrounding the World Cup, and opportunities for the off-trade to increase sales with themed promotions and keen prices, means there’s a strong market opportunity for Castello during the summer and for the longer term.”