PLB adds Brazilian lager to portfolio

Brand Manager Martin Howe - who recently joined the PLB Beer Division from Corona distributor Wells and Youngs - says he expects great things from the Brazilian brand, which will have an RRP of around 4.99 for a six-pack.

"The UK consumer's demand for premium genuine imported lager, and in particular Latin sourced brands, continues to grow," he explains.

"In response, retailers are looking to increase their offering of authentic packaged beer and we believe Palma Louca is well positioned to capitalize on this. It's brewed in Rio de Janeiro, and Brazil is perceived as both fashionable and aspirational by the UK consumer."

PLB took the decision to expand their Beer Division into the branded product arena in the latter part of 2007.

Historically a key own-label and bespoke brand supplier, the company is now focusing on marketing branded premium packaged beers and ciders from Brazil, Spain, the Czech Republic and Lithuania.

Source: PLB