Dutch courage

18 May, 2007

Bavaria is planning a major marketing drive over the next three years to boost sales and the brand's profile in the UK.

Currently the brewer's range, which includes Bavaria Premium Pilsner and non-alcoholic lager Malt is distributed to 33 per cent of the off-trade, but Mike Teague, UK sales director, wants to see distribution up to 70 per cent by 2010.

He said: "That will be via the multiple grocers, the key convenience chains and the major cash and carry groups. "

Bavaria is planning to launch a range of fruit-flavoured non-alcoholic lagers, after Malt grew sales by 455 per cent last year, according to Nielsen.




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