True Detective Lone Star beer

Fans of TV show True Detective have driven a surge in demand for US beer brand Lone Star.

UK off-licences and online retailers have reported growth in sales of the Pabst Brewing Co-owned beer after character Rust Cohle, played by Matthew McConaughey (above), was shown drinking the beer and making models from cut-up Lone Star cans in the Sky Atlantic show.

Online retailer Beers of Europe said sales had risen about 50% since February, when the show started in the UK. “We only sell the bottled beer but have been asked for the cans,” said buyer Derek Clerk.

Lone Star UK distributor Pierhead Purchasing, which only supplies the beer in bottles, told The Grocer demand hadn’t yet had an impact on its own sales, but that it had also received requests for the cans.