German beer bucks UK trend with volume growth

Krombacher glassware

New half-pint glassware has been introduced in the UK for premium German beer Krombacher Pils after it reported volume growth of 64%.

The new glassware – available in half pints (pictured) – uses the more traditional, authentic Pilsner-style shape and joins the Pilsner-shape pint glass launched into bars at the end of 2013.

The glassware has been designed to enhance the flavour while showcasing the colour and clarity of the beer. The glassware will also maintain a good head on the beer – an important element of serving a Pilsner.

Julian Penny from Krombacher UK said: “The ingredients that we use in Krombacher Pils are of the highest quality so it makes sense that the beer is presented in premium glassware.

“The launch of this new half pint glass will give consumers a true continental serve. It will also give pubs and the flexibility to offer Krombacher Pils in the quality glassware in both pint and half pint sizes.”

Krombacher Pils has reported 64% growth in like-for-like volumes in the UK for January to June this year after a successful 2013.

It followed new listings with JD Wetherspoon as well as Revolution bars which are stocking Krombacher Pils in 33cl bottles as part of a world beer push across the UK.

The volume of Krombacher Pils sold in keg was up by 40% over the six months while volume sales of bottles were up 108% and cans by 100%.

Julian said: “Krombacher sales are going from strength to strength in the UK market. We’re delighted that our beer is being showcased in Revolution and JD Wetherspoon pubs across the country.

“It really is a great opportunity for us to become a firm favourite in the drinking portfolios of these customers. We’re confident that Krombacher will continue to grow.”

The beer is distributed by one of Krombacher’s UK distributors, Morgenrot Group. Krombacher, which has been in the Schadeburg family for three generations, experienced its highest-ever output of beer in the history of the company in 2013.

The latest UK Quarterly Beer Barometer from the British Beer & Pub Association revealed a 2.6% rise in beer sales in the UK on-trade from April to June which was the first quarter with a positive rise since 2011.

Originally published July 28, 2014, with glassware launch added July 29.

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