Belgian Beer ...brewed in Belgium

14 November, 2008

The premium mainstream beer market in the UK is about to get even more competitive with the forthcoming launch of XJ Premium lager.

Christmas and New Year's Eve


extra celebration for lager drinkers who,

says sales director Sital Joshi : " Pine for the genuine brew, because XJ Premium is coming to the UK direct from Belgium ."

The brand claims more good news: "The vital elements of the XJ brand aren't just the all-natural ingredients and the stylish can." XJ offers the consumer, continues Joshi, " Great value and quality adding up to a unique, winning new product ."

The stated aim behind XJ

Premium lager was "to produce a genuine premium lager for the UK, reflecting demand for a great taste, at a breakthrough price".

XJ Premium lager may well revolutionise the UK market on price points alone, as it competes head on with established labels. However, XJ Premium has another selling point


despite being new, its heritage is a crucial part of the product formula, coming as it does from a Belgian brewery established in 1748.

Joshi adds: "Wholesalers have been indicating to us a demand for a brand and product combination like XJ

for some time, so this is the sector in which we will first be soft-launching XJ."

XJ Premium promises the off-trade wholesale and retail market a "premium" customised service to match, ensuring its customers a personal relationship with the sales team, and

effective feedback channels.

"Our customers are the market radar after all ," Joshi


Plans are under way for an innovative UK-wide roll-out of

the lager. Details of "exciting partnerships and events" are promised as

part of an ambitious above and below-the-line awareness and marketing campaign starting in early 2009.

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