Diageo has launched Namibian bottled lager Windhoek in the UK to plug a gap in the market for African beers.

Windhoek (pronounced "vint-hook") would also tap into rising consumer demand for purchasing beers discovered on trips abroad, it said.

Named after the Namibian capital city where it is brewed, Windhoek (rsp: £4.29 for a 330ml four-pack) has previously only been available in selected specialists and was launched into 420 Tesco stores last week. It arrives in Morrisons on 20 May and Asda in June.

"There's a trend in beer for people to move away from the mainstream," said Richard Barlow, marketing manager for packaged beverages at Diageo. "They are more interested in experimenting with products that have a story, an authenticity and are brewed at source."

At the moment, although brands such as Tusker are making a name for themselves, there is a dearth of African beers in the UK. "Africa is underrepresented because there aren't many major African beer brands with strong listings anywhere in the UK, yet travel to Africa is massively in growth," said Barlow.

Topics