Carlsberg UK takes on Staropramen

Czech lager Staropramen has become the latest addition to the Carlsberg UK portfolio.

From 14 August this year, Carlsberg UK will have the exclusive rights to import, market and distribute the beer in the UK on behalf of brand owner StarBev.

Staropramen already holds a substantial share of the UK market, currently positioned third in the draught World Beer category within the British Isles.

The deal means that Carlsberg UK now has three of the top four World Beer brands in the on-trade, confirming its status as UK’s largest brewer in World Beers.

Despite its strong position, Carlsberg UK is still looking for further growth within the UK market.

Dr Isaac Sheps, chief executive of Carlsberg UK, stated that the recent acquisition “reiterates [Carlsberg UK’s] ambition to continue to grow market share in the UK and underlines [our] determination to be the leading player in the fast-growing World Beer category.”

Sheps also suggested that Carlsberg UK has big plans to market the “original Czech lager” by adding that Carlsberg UK is “mindful of Staropramen’s strong Czech heritage and intend to use that to drive the brand to great heights in both the on- and off-trade in the UK.”

Alain Beyens, CEO of Staropramen, added: “The partnership with Carlsberg UK is a strategic one and is meant to add significantly to the international development of Staropramen, our flagship brand.”

Staropramen will join the other large powerhouse brands such as Carlsberg, Carlsberg Export, Tetley, San Miguel and Tuborg as part of Carlsberg UK’s portfolio.