Brits are being encouraged to treat beer more like wine by switching to larger ­bottles for sharing with friends.

Distributor The Morgenrot Group is ramping up activity around Spanish beer Cruzcampo after securing exclusive rights to distribute and market it in the UK. Key to encouraging growth in the 4.8% abv Heineken-owned lager which is currently sold through Booths stores and independents is the one-litre bottle format (rsp: £3.99), said the distributor.

"We believe the larger bottle will fill a gap in the retail sector and it is part of our summer campaign to get people to approach beer as they approach wine, by sharing it," said Morgenrot senior national account manager Graham Archibald, who added that volume sales of the brand were already growing 16% year-on-year.

The distributor is hoping to secure a listing with a multiple for Cruzcampo, which is one of the leading brands in its homeland.

"One-litre bottles are not very common in the UK market," said Tesco lager and stout buyer Peter Bexton, adding that the most common larger formats it stocks are between 630ml and 670ml. The retailer does, however, sell a 970ml bottle of Argentinian lager Quilmes (rsp: £3.39).

"On the Continent, it is very common to open a bottle of beer and share it. While this is not the case in the UK we do see sharing of certain types of beer sold in larger bottles, he said. "Speciality beers such as Cobra and Singha are enjoyed at home with food and could also be shared as, due to their size, they do not pour into a ­single glass."