Dutch brewer Grolsch is set to launch at least two beers into the UK this year as part of an £8m push for the brand.
Grolsch will also sponsor Channel 4's Original Comedy series in a £3m deal and will be pushing new glassware and an off-trade promotional package as part of the investment.
"Brand launches in the UK will drive growth in 2008, maintaining excitement within the category," said brand development director David Griffiths at UK distributor Coors Brewers.
The first quarter of this year would see the launch of a 4% abv blond beer, said Griffiths. This would be followed by the off-trade launch of Grolsch Weizen, which has only been available in bars and restaurants.
Other developments may include fruit flavours such as lemon and apple, which are already available in other European markets or Grolsch Pilsner Speciale and Grolsch Dunkel Weizen, which were launched in the Dutch market at the end of last year.
The Channel 4 tie-up will see the brand on screens every week throughout the year and be supported with an online campaign.
"Through this link-up with Channel 4 we will continue to deliver engaging and entertaining communication that has become synonymous with the original Dutch attitude of Grolsch," said Griffiths.
Grolsch was bought by SABMiller in November last year for €816m (£608m) in a deal expected to be completed in the first quarter of this year.