Morrisons listing helps Budvar Dark to treble sales

Czech brewer Budweiser Budvar claims it is doing for dark lager what Hoegaarden has done for wheat beer in the UK drinks market.

Budvar?s UK off-trade sales director Jon Whittle said sales of packaged Budvar Dark have trebled since it was introduced in February of this year. The latest success for Budvar Dark is a listing by Morrisons, where Whittle says it is performing very well. ?Our dark lager has started a new dark age? he said. ?Already Budvar has moved dark lager out of a tiny niche and is on the way to turning it into a mainstream sector.?

The 4.7% alcohol by volume Budvar Dark is packaged in 500ml bottles, with a likely retail price of ?1.49. The brand was shortlisted in the speciality beers category in Checkout?s first Quality Drink Awards earlier this year.