Justin Horsman and Neil Robinson worked at Charles Wells for 11 years between them, helping to put Red Stripe and Corona Extra on the UK off-trade map. Their new venture is called Fullback Imports, and also imports German Kapuziner Weissbier and Polish Wojak lager.
Horsman said: "Travel is so affordable now that millions of people can travel to Europe just for a weekend and the more that people travel, the more they crave great taste experiences when they come home to the UK.
"This, in part, has helped the rising trend of consumers in the UK who are becoming connoisseurs of genuine imported beer from around the world, rejecting mainstream brands along the way.
"Zagorka truly is a great-tasting beer with a long-standing heritage, as well as already having good awareness with the millions of consumers who visit Bulgaria for skiing holidays and short breaks."
Zagorka has been brewed in Stara Zagora since 1902, and is owned by Heineken Zagorka in Bulgaria. It has already won its first UK listing, in Parfetts cash and carry.