Holsten is bringing in a new brand to compete in the developing niche market for kegs of lager for the off-trade. Holsten Premium is widely available elsewhere in Europe but has not been sold in the UK and the German brewer has chosen the five litre packs for its debut. Beer in these kegs has been available for a number of years with brands such as DAB, Bitburger and Grolsch, but in the last 12 months a number of major brands have been launched in the format. Budweiser came out with a limited edition pre Christmas and Bass put Carling and Tennent's into five litre kegs ahead of the expected sales boost created by barbecues and parties this summer. David Turner, Holsten's national account director for wholesale, said: "This is a small sector of the market, but it is growing fast and the size of the containers will bring us a significant amount of volume." He said the product will go into wholesale at a competitive price. It will probably retail at £8.99. "All of the major supermarkets are keen to have the new product and we expect to see growing sales volumes with these kegs over the next six months." {{DRINKS }}

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