Own label French beer producer Brasserie de Saint-Omer is moving into the UK's branded market in time for the World Cup. The brewer came to prominence when UK consumers began buying cheaper beer in Calais to avoid duty. Not only could they buy the St Omer products in France but the beer quickly became available in own label 25cl bottles in the UK's multiple grocers. Now the French company is moving into the 33cl long neck bottle with Reserve de St Omer, a competitively priced alternative to the leading brands. The beer is being sold in 10-packs and has been listed by most of the major chains. Director Christophe Neuville said: "We have put real energy into the brand identity of this product. We are well known for producing quality own label so now we are launching a French beer with its own identity." {{DRINKS }}