Staropramen to join Carlsberg portfolio

21 July, 2011

Distribution of the Czech lager Staropramen is to be taken on by Carlsberg UK.

The company will take over the import, marketing and distribution rights for the 5% abv brand from A-B Inbev UK on August 14.

It will join an international beer portfolio that includes San Miguel and Tuborg.

Carlsberg UK chief executive Isaac Sheps said: “We are mindful of Staropramen’s strong Czech heritage and we intend to use that to drive the brand to great heights.”

Alain Beyens, chief executive of brand owner Starbev said: “Our partnership with Carlsberg is a strategic one and is meant to add significantly to the international development of Staropramen.”




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I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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