Krombacher, brewer of Germany’s number-one premium beer, is launching Krombacher Hell into the UK on-trade.
The Bavarian-style lager, at 5% ABV, is full-bodied with a subtle touch of hops, making it less bitter and bringing a distinct maltiness and sweetness.
The beer uses special malt varieties and seal hops and is brewed with the brewery’s unique Felsquellwasser (rock-spring water).
The beer is available to pubs, restaurants and bars in the UK in a 30-litre keg. Krombacher also offers Krombacher Pils, which is the number-one premium beer in Germany, Krombacher Dark and Krombacher Weizen.
Julian Penny, UK sales agent at Krombacher, said: “Krombacher is growing in the UK and going from strength to strength. The launch of Krombacher Hell will be a great addition to the portfolio of products we offer in the UK.
“Krombacher Hell is a full-bodied, malty lager which is very smooth in taste.”
The UK has been identified as a strategic growth market for Krombacher and the brewery has already been bucking the trend with volume growth up 58% between January and July 2014 compared to the same period last year.
The latest product launch follows the appointment of a new sales director for the UK and Italy, Stephan Kofler, alongside the existing team of Julian Penny and Daniel Luecker, who joined as sales manager for the UK in January.