Veltins has been available in around 300 British pubs since the beginning of the year through specialist beer importer and wholesaler Vertical Drinks, and it predicted the on-trade presence would boost its chances of winning listings in the mults.
"The lager market is dominated by the big international brands so we've decided to develop a presence in the on-trade first because the supermarkets like to see some distribution around the country," said MD Steve Holt.
"They want sufficient awareness for the brand to justify listing it. Veltins will be on the shelves of at least one of the major grocery chains in Q2."
Veltins was founded in 1824 and has a production process based on the German purity laws of 1516.