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Carlsberg to distribute Staropramen in UK

Carlsberg UK is to market and distribute Czech lager Staropramen in the UK on behalf of owners StarBev from 14 August.

Staropramen was acquired by private equity firm CVC Capital Partners in 2009 from AB InBev and is currently the third most popular draught World Beer in the UK market, according to CGA data.

Carlsberg will take over from AB InBev as the UK distributor.

It means Carlsberg UK now has three out of the top four World Beer brands in the on trade — including San Miguel and Tuborg — giving it a 32% market share in the category.

“This reiterates our ambition to continue to grow market share in the UK and underlines our determination to be the leading player in the fast-growing World Beer category,” said Carlsberg UK chief executive Dr Isaac Sheps.

“We are mindful of Staropramen’s strong Czech heritage and we intend to use that to drive the brand to great heights in both on and off-trade in the UK.

“We look forward to working together with our new partners and with our customers to grow the brand in the UK.”

StarBev chief executive Alain Beyens added: “Our partnership with Carlsberg UK is a strategic one and is meant to add significantly to the international development of Staropramen, our flagship brand. We look forward to working together with our UK partner to this end.

All existing customers will be informed about the upcoming change in writing, and Carlsberg UK will commence deliveries on 14 August.

22 Jul. 2011

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