Carlsberg Marstons Brewing Company (CMBC) is set to launch premium world lager Brooklyn Pilsner in the off-trade in September, following its on-trade launch in March.
Brooklyn Pilsner (4.6% ABV) will be available to convenience and wholesale in single 660ml bottles with an RRP of £1.90 and 12x330ml bottle multipacks with and RRP of £14.
There will also be a six-pack of 330ml cans available, with the supplier having confirmed Waitrose as the first major listing for this format.
“Brooklyn Brewery is extending into the bigger premium space because there’s a thirst for something new amongst world lager drinkers,” said John Clements, vice-president of marketing at CMBC. “Within the premium world category, only 32% of UK consumers are happy with the selection on offer and 76% would consider a new beer brand. We know they’re looking for something flavourful, but also accessible with 55% most likely to try a pilsner. There’s a clear opportunity here to reinvigorate the category with a new great-tasting premium option.
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“World lager is now the largest beer segment accounting for 23% of the market and it’s stealing share from multiple categories as premiumisation continues to gain momentum amongst consumers. Plus 61% of Brooklyn shoppers already shop the world lager category (vs. 43.9% for total beer), providing the perfect launchpad for Brooklyn Pilsner. It means we’re primed to help retailers make the most of this opportunity and drive even greater value sales within premium world lager.”
CMBC is supporting the launch with a multi-million-pound marketing campaign, including out-of-home, on-demand, digital, social media and shopper marketing.
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