Pilsner push for Brooklyn

New brew scheduled for September

Brooklyn Pilsner
Carlsberg Marston’s said the packaging will help the pilsner to stand out on shelf.

NEW York craft brand Brooklyn Brewery is set to expand its range in the UK off trade, with a new Pilsner variant.

The 4.6% ABV Brooklyn Pilsner has already secured a major listing with Waitrose stores for 6x330ml can packs, priced at £6.00 RRP.

Brooklyn Pilsner enters the off trade following a hospitality launch in March. The brand will be available to retailers from September this year through the Carlsberg Marston’s Brewing Company (CMBC).

Carlsberg Marston’s will offer Brooklyn Pilsner in single 660ml bottle format, as well as a 12x330ml bottle pack, at RRPs of £1.90 and £6.00 respectively.

Support for the launch will come in the shape of a multi-million-pound marketing campaign including out-of-house, video-on-demand and digital advertising; PR, experiential, and social media activity; and shopper marketing.

John Clements, VP of marketing at CMBC, said the brewery had taken the decision to expand Brooklyn’s range in the UK to tap into demand among lager drinkers for “something new”.

“Within the premium world category, only 32% of UK consumers are happy with the selection on offer and 76% would consider a new beer brand.

“We know they’re looking for something flavourful, but also accessible with 55% most likely to try a pilsner.

“There’s a clear opportunity here to reinvigorate the category with a new great-tasting premium option,” he said.