Ready for the fridge

On-trade hits reach c-storesBeer crates

LAGERS from Belgium and America have been brought to the UK off-trade by C&C Group in fridge packs.

The Belgian Heverlee and American Pabst Blue Ribbon are available in 660ml and 6x330ml fridge packs.

C&C Group took on the exclusive rights to sell and distribute PBR across the UK and Ireland in 2016 and launched Heverlee in 2013.

The latest packs for both are to be supported by a UK-wide campaign.

Head of premium brands at C&C Group, Angus Lawrie, said: “Both Heverlee and PBR have enjoyed significant growth since we introduced them to the UK market.

“We have big plans for both brands this year, specifically designed to drive footfall into retailers and encourage purchase.

“PBR is an iconic American beer which has been relished by millennial beer drinkers in the UK.

“Through a range of innovative consumer led experiential and sponsorship activations over the last four years, Heverlee has quickly become iconic in its own right, and is now a firm favourite and the fifth top-selling premium lager in the Scottish on-trade.”