Holsten UK is launching a seasonal speciality beer to coincide with the Munich Oktoberfest held in Germany later this year.
Oktoberfestbier is brewed specifically for the event and will be available in the UK for three months from September.
The 5.9% abv beer is made according to the traditional method and will be sold in 500ml bottles, priced at £1.59, with optional branded glasses.
Simon Treanor, director of sales at Holsten UK, said: "The speciality beer market grew by 43% over the past year, with sales of £60m.
"Oktoberfestbier provides an opportunity to fuel interest in the sector."