Premium beer gets extra focus

The launch of the Different World Drinks Company follows an on-trade trial last year. Eleven beer experts will be charged with the objective of "getting bar and store staff as excited about their beer offering as they are about wines and spirits", according to the brewer.

The portfolio includes premium beer brands such as Kasteel Cru, Grolsch Weizen, Dos Equis, Blue Moon, White Shield and Zatec.

General manager Sharon McMenamin said: "Our service offer is different in that we are route to market neutral and aim to ensure that our brands are successfully seeded with consumers, creating demand for products that enhances our customers' retail margins.

"We will be working with retailers on a range of initiatives including beer and food matching opportunities, beer menus, consumer tastings and events, as well as supplying bar staff training, sampling courses and branded glassware."

Regional marketing activity will focus on Liverpool, Edinburgh, Glasgow, Manchester, Birmingham, London, Leeds, Newcastle and Bristol.

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