SHS unleashes Krusovice Czech beer

SHS Sales & Marketing has outlined plans for its assault on the imported lager category with the Czech brand Krusovice.

The brand was handed to the firm by owner Heineken after it took another of its products, Desperados, in-house in February, after three years with SHS.

SHS will be targeting the on-trade for initial distribution for Krusovice with the off-trade to follow, though no time frame has been set for this yet.

It will be selling the 5% abv Imperial pilsner and a dark beer, Cerne, at 3.8% abv. Both will be in 33cl bottles.

Head brewmaster Tomas Kosmak added: “In the Czech Republic, Cerne is very popular with women. Black beers are usually very strong but this is very light and drinkable.”

Krusovice will be entering an increasingly crowded Czech beer sector in the UK, going up against Pilsner Urquell, Budvar, Straropramen, Kozel, Zatec and Hobo, the Cask Liquid Marketing entrant to the market which also officially launched this week.

Naheed Younis, area export manager for Heineken in north west Europe, said: “From the research, Krusovice was less bitter than other beers in its competitive set and this was a point of differentiation.”

Promotions will focus on premium POS material and sampling, with London, Manchester, Bristol and Edinburgh among target cities.

Krusovice has previously been sold in the Scottish market by Branded Drinks, but this arrangement has now been brought to an end.

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