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.”