Carlsberg completes UK capture of Staropramen

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Carlsberg has secured the UK rights to Czech beer brand Staropramen.

The 5% premium lager, owned and produced by StarBev, joins San Miguel and Tuborg in Carlsberg’s roster of ‘world beers’.

“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 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.”

Read more
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Editor's Comment: Carlsberg confusion shows the risks of ‘slogalisation’ (9 April 2011)
Daily Bread: Doom and boom (2 February 2011)

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