Zagorka, Bulgaria's biggest-selling beer, is the latest premium Eastern European import to hit UK shelves. The beer, which hits shelves next week, has more than 30% of the Bulgarian market and is a multiple Gold Monde Selection winner. It will join Polish beer Wojak - the first UK launch from new sales and marketing company Fullback Imports. "The more people travel, the more they crave great taste experiences when they come back to the UK," said Fullback operations director Justin Horsman. "This, in part, has helped the rising trend of consumers in the UK that are becoming connoisseurs of genuine imported beer from around the world, rejecting mainstream brands along the way." Neil Robinson, sales director, added: "Our exclusive sales, distribution and marketing agreement with the Heineken Zagorka Brewery is a result of identifying and selecting a small number of brands that we can give 100% dedication to."