Carlsberg targets Polish community
Published:  29 June, 2007

Carlsberg UK has taken over the UK

distribution of Polish lager Okocim, and is targeting it at the UK's growing Polish population.

Okocim is a 5.5 per cent abv pilsner-style beer from Brzesko, and comes in 50cl bottles and cans.

Marketing director Darran Britton said: "The Polish community is growing, therefore demand is increasing for Polish products, including lager. This gap in the market, and the explosion of new overseas beers, provides a great way for us to attract new customers with a product like Okocim.

"The launch of Okocim will definitely attract the Polish community, but it will also appeal to other drinkers who are looking for something a little bit different," he added.

The beer is also being launched on draught in the on-trade, including in Revolution Vodka Bars.

Carlsberg's chief executive

Nils Andersen is leaving the Danish brewer to join transport company Moller-Maersk in December. Andersen, who has been at Carlsberg for more than 20 years, and has been president and chief executive for the past six of those, said he is leaving the business "in very good shape, with great leaders, employees and very strong brands".

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