Distributor Food Brokers is in talks with retailers to secure listings for what it claims is the first Greek lager brand to be launched in the UK.

The company is working alongside the Heineken-owned Athenian Brewery in Greece to promote Alfa Hellenic ahead of the Olympics, taking place in Athens next summer.

It intends to position the 5% abv beer as a niche, speciality brew in a similar vein to Peroni Nastro Azzurro.

Vikki Smith, marketing assistant for Alfa at Food Brokers, said the focus would be on the retail sectors and that it would support the launch with ads in trade and consumer magazines. She said the plan was to test the water through the off-trade.

“We are still at a very early stage but Alfa has a niche appeal as there are no Greek lager brands in the UK. Hopefully, Alfa will take-off much like Peroni Nastro Azzurro.”