An own label beer supplier to the multiples is branching out into the branded arena with the UK launch of Bengal Indian lager. Brands Direct is better known to the supermarkets for sourcing their German and Dutch own label brews and cereal bars. This is the first time it has taken on a brand. It has linked up with Mysore Breweries in Bangalore which is providing the brewmaster and the key ingredients for the lager which is being contract brewed in Belgium. Brands Direct md Graham Kent said: "Many beers sold in England carry foreign names and heritage. Unfortunately a vast majority have never seen any authentic ingredients to give the true character of the product brewed at the original source." One sector which will be targeted will be Indian restaurants but Brands Direct is aiming for broader distribution. It has developed off-trade specific packs of 500ml cans and 25cl bottles and is now seeking listings. The four can pack will retail at £3.99 and the rsp for the eight bottle pack is £4.99. The on-trade packs will be 330ml and 660ml bottles. A programme of trade advertising is now being undertaken. Kent said this would be followed by above the line activity once listings had been secured. To give the brand greater visibility it has been linked with the Global Tiger Patrol campaign to save the Bengal tiger. A contribution will be made to the charity for every bottle or can purchased. {{DRINKS }}

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