Portuguese beer brand, Super Bock, has unveiled its plans for a UK roll out.
Owned by Unicer, the largest beverages company in Portugal, Super Bock has grown to become the best-selling Portuguese beer in the world since the first brew in 1927, selling over 3.4 million hectolitres in 2014, across 50 countries worldwide. Its UK distribution partner is Brookfield Drinks.
The brand will launch with Super Bock Original, an award-winning 5% abv, refreshing, pilsner style lager, which has received 32 consecutive gold medals from the world renowned Monde Selection de la Qualite – the only beer to have achieved this to date.
The brand says popularity of genuine imported world beers is growing rapidly in the UK. Super Bock is malty and fruity, with average body and balanced flavour. The well-structured bitterness together with the sweet malt help to create the refreshing taste and light, dry finish. It is golden and luminous, with a very pure, light, creamy head.
Initially, Super Bock Original will be available in 30 litre kegs and 33 cl bottles. Managing director of Brookfield Drinks, Nigel McNally, confirmed that other variants will be rolled out in the next year including a stout, alcohol free and potentially a flavoured lager. Many leading wholesalers including Booker, Blakemore, Parfetts and Dhamecha have agreed to stock the brand.
McNally explained, “The response we have had from the on and off-trade to Super Bock’s arrival has been really strong and we are excited about rolling it out over the coming months. This is a brand that is all about conviviality, friendship and the Portuguese way of enjoying life. We aim to open up a window on the modern, young and dynamic culture of the increasingly cosmopolitan cities of Lisbon and Porto.“
The brand will be supported by a multi-channel PR, social and digital campaign.
Super Bock has been the principal sponsor of one of Portugal’s biggest music festivals - Super Bock Super Rock - since the festival started in 1994. One of Europe’s most popular alternative festivals, this year’s line-up includes The National, Bloc Party and Jamie XX.