Super Bock

Leading Portuguese beer brand Super Bock will become widely available in the UK for the first time.

Brookfield Drinks, which relaunched Kestrel lager in 2012, has secured the UK rights to distribute the brand and plans to position Super Bock as a premium lager to compete with other Mediterranean such as beers Estrella and Peroni. It will be launched to the on and off trade from early 2015. As well as the 5.2% pale lager Super Bock Original, Brookfield will distribute six other variants, including two alcohol-free versions.

Super Bock, owned by Portuguese brewer Unicer, has previously been supplied in the UK through wholesalers but this is the first time the drink will be distributed to major retailers, said Brookfield.

“We decided to work with Super Bock because of its world-wide stature, its impressive marketing programmes in Portugal and the commitment by Unicer to develop Super Bock in the UK for the long term,” said Brookfield MD Nigel McNally.

“Imported beers from Southern Europe are proving very popular amongst British drinkers looking to recapture the flavours of their vacations. The rise of brands like Peroni and Estrella proves this is a dynamic and growing sector in the largely flat beer and lager category. Being Portugal’s number one beer brand gives Super Bock the credibility to challenge successful brands in this category.”