A new drinks supplier has vowed to enhance beer’s image by introducing a series of alternatives to the “mass produced” brands.

Specialist Brand Development is focusing its strategy on “choice” speciality beers and has already won the rights to distribute beers made by German firm Paulaner - the largest player in Bavaria.

The company will showcase the brewery’s Bavarian beers at the UK’s first Munich-style beer festival in London next month.

Before that, Specialist Brand Development will make its off-trade debut with Fruli, a blend of Belgian white beer and fruit juice. Aimed at female drinkers, Fruili includes strawberry and apple variants.

Nick Holmes, director of Specialist Brand Development, said: “Consumers who select choice beers are discerning and are prepared to pay for authenticity.”