Wine agency company PLB is planning to raise the profile of its beer division.
It has signed a deal to market
imported Brazilian brand Palma Louca in the UK, and intends to use it as the drive product for its branded range, steering the beer division away from its previous emphasis on exclusive and own-label.
Martin Howe and Mark Johnson have both joined the company from Wells & Young's, and PLB hopes the pair can use their experience there with the successful Corona brand to build a similar platform for Palma Louca.
Howe said: "Competitor brands such as Sol and Tiger are making inroads at the expense of the likes of Carling and Budweiser.
"Previously our business has been heavily weighted towards own-label, but this is a bit of a step change, and we're looking to give both our beer and wine more branded presence in the market."
Palma Louca , which has an abv of 4.5%, is being listed by Makro nationally.
The PLB beer range also includes Ostravar, Bakalar and Herold from the Czech Republic, the Lithuanian brand Syvturys, Xingu black lager from Brazil, and a Spanish bottled cider, El Gaitero.
PLB also handles bottled ale sales for British brewers Everards, Hopback, JW Lees and Castle Rock.