Tennents owner C&C Group has launched new Belgian and American brews ito Tesco across the UK.
Belgian lager Heverlee (4.8% abv) launched in Tesco last year across Scotland. It will expand this month into the retailer’s wider estate as well as wholesalers Booker and Filshill in a 6x330ml fridge pack, while US brew Pabst Blue Ribbon (4.6% abv) will launch in more than 550 Tescos across the UK in a 6x330ml fridge pack, while a 660ml bottle will be available in 200-plus stores.
C&C had “big plans for both brands this year” said head of premium brands Angus Lawrie. Pabst Blue Ribbon was “an iconic American beer which has been relished by millennial beer drinkers in the UK” he added.
Heverlee, meanwhile, had enjoyed success in the Scottish on-trade “through a range of innovative consumer-led experiential and sponsorship activations over the last four years”.
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