Heineken's new premium strength lager launches on Monday with the brewer claiming it is optimistic after securing listings in all the major multiples.
The company said it was aiming to bring value back to the beer category by introducing higher levels of pricing than its competitors.
Heineken's customer marketing controller, Robin Curtis, said: "Our pricing is at the high end, at £4.99 for a four-pack of 500ml cans, but retailers are supporting us to get out of deflationary pricing."
He said Heineken hoped to hold its price by introducing innovative pack designs.