A newly formed company is hoping to cash in on healthy demand for imported beers with the launch of a Czech lager in the UK.
Grayrose Trading is to import and distribute Hedge, a pils which is already sold in the Czech Republic and Germany with varying alcohol strengths of 4.2%, 4,9% and 5.2% in 330ml and 500ml format.
The company plans to start an advertising and marketing campaign later this month which will be aimed at gaining listings in multiples and with wholesalers. “Our prices will be competitive, and we have no doubt Hedge will be a success,” said MD Nicholas Humes.