SABMiller launches a new beer brand in the UK
SABMiller on Monday announced the introduction of a new beer to the portfolio of Miller Brands, its UK operation. The beer, Kozel, is a 4% ABV Czech lager which is brewed in the village of Velke Popovice, near Prague.Kozel will be launched in draught format with a managed pub operator in 100 selected sites starting from the end of September.
Kozel, which means ‘goat’ in Czech, has been brewed in Velké Popovice since 1874 and families from the village have worked at the brewery for generations. Less conventional though, is the fact that the brewery also boasts a goat in its head count: Jaroslav, named after the general manager of the brewery.
Nick Miller, Managing Director of Miller Brands said, “Last November we announced our intention to expand our portfolio. We’ve carried out rigorous and extensive research to establish exactly which brand would be the best fit. Kozel offers an authentic Czech taste, with genuine and distinctive provenance and proposition. Our research also showed that drinkers are looking for something slightly lower in strength and at 4% ABV, Kozel satisfies this demand.
Miller Brands, which also manages Peroni Nastro Azzurro, Pilsner Urquell and Miller Genuine Draft in the UK, is working with a retail partner to introduce Kozel to the UK on trade to ensure that it is sold, presented and served correctly. A number of consumer sampling events will also take place in outlet to introduce consumers to the brand.