From April premium world beer, Pravha, will be available across the UK off-trade. The brand is launching nationally at major retailers and convenience stores, following its success in the on-trade, which last year saw the brand available in over 3,200 outlets around the country.
Pravha is a lighter tasting pilsner from the brewers of Staropramen and has all the iconic bold flavours of a high quality Czech pilsner, but is crisp, light tasting and refreshing. Tapping straight into the consumer trend for premiumisation, its growth reached 87.4% last year, making it the fastest growing 4% ABV lager in the top 20 on-trade brands.[1] Within the premium beer category as a whole, the largest value growth is being driven by world beers, like Pravha, which are up 15% and delivering £30 million year-on-year.[2]
These figures highlight why Molson Coors is investing heavily into Pravha this year, with a four phase total trade launch activation planned, worth over £5million. As part of the first phase, Pravha’s packaging has undergone a complete redesign. This includes a new embossed bottle and fully enclosed 4 and 12 packs, using high quality finishing and multiple textures to encapsulate its distinct yet accessible offer within the premium space.
Alongside the new packaging, a national advertising campaign will launch in April, targeting key cities including London, Birmingham, Manchester and Edinburgh. The second phase will see the roll out of in-store promotions and sampling over the summer months. Phases three and four will hinge around key seasonal moments and growing repeat customers.
Alpesh Mistry, Off-Trade Sales Director at Molson Coors, said: “We’re making a multi-million pound investment in Pravha and we believe this represents one of the biggest single investments into the world beer category over the next year or so. Pravha is a category defining beer and already one of the most popular new lagers in the country, despite being a relatively new brand to the UK market. This shows just how strong consumer appetite is for world beers.”
“Launching Pravha at scale in the off-trade is another signpost of the journey we’ve been on at Molson Coors to create a really balanced portfolio with premium and mainstream brands. Our ambition is to make Pravha a leading world beer and our launch strategy will ensure it’s unmissable on retail shelves for our customers and consumers.”
[1] CGA OPMS Data MAT to 2018P13 – 29/12/2018
[2] Nielsen AC w/e 11.08.18
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