Australian lagers VB and Crown are set to be introduced in the UK as Fosters looks to capitalise on their success at home and in the UK chain Walkabout. Following the growth in premium imported lagers, S&N, who distribute Fosters, has set a UK unit, FBG International, to bring the VB and Crown beers into the UK and Europe.
National Sales Manager, Anthony Clarey, said, ‘We are very excited about the opportunity for these beers. In a very depressed market, particularly the UK on-trade, one of the few shining lights is premium imported world beers, which is exactly where these brands fit. In Australia VB is closely aligned with cricket and rugby league so we’ll be looking to leverage some of those connections over here’.
Mr Clarey went on to clarify that VB, known as Victoria Bitter in Australia, is indeed a lager. Mr Clarey said, ‘Bitter is used to describe the taste of VB, which is a full-bodied lager. This is understood in Australia where it is the number one lager and very well known but to avoid confusion in the UK we will be referring to the brand as VB.’
Both will be available only in bottles initially, though the company said it may look into a draught offer in the future.
Australian Beers Coming to the UK
Thu, 05 Feb 2009
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