InBev launches up-market Beck’s Vier into standard lager category

InBev UK has unveiled a new 4% ABV lager to generate value and margin in the standard lager category. Beck’s Vier is imported from Beck’s brewery in Bremen, Germany.

Beck’s Vier is a light refreshing premium quality pilsner. It has the same colour and flavour profile as Beck’s but the lower ABV makes it more refreshing and easier to drink. The brand is being positioned at the top end of the standard lager sector and is aimed at generating incremental sales as well as encouraging drinkers to trade up.

Beck’s Vier will be available from April 14 in the take home market and on-trade, where it has been trialled in more than 50 outlets. The launch will be supported by a pound;4m programme which forms part of a pound;12m spend behind the Beck’s brands in 2006.

Richard Ingram, marketing manager for Beck’s Vier at InBev UK, said: “We see a real opportunity to develop a new brand with a premium proposition within the standard lager sector. Beck’s is a well-known brand with a premium image and taste. The on-trade trials have shown that Beck’s Vier has drawn on these credentials to grow value and margin within standard lager.”

Contact: 0870 169 6969

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