Expanding options for German beer across shelves
GERMAN beer brand Erdinger Weissbräu has launched its Brauhaus Helles lager variant in the UK to expand the options for more worldwide beers.
Available across the off-trade now, the lager beer has rolled out exclusively to Sainsbury’s stores nationwide with plans to expand its presence across the grocery sector coming down the line.
Helles lager beer is the second most popular beer style in Germany, says Erdinger, and the new launch seeks to replicate that success for the UK with an authentic German beer that has been brewed in its home town of Erding, Bavaria.
The pale Erdinger Brauhaus Helles has been brewed to deliver a smooth and refreshing taste and a more sessionable beer option for the UK. Tasting notes for the brew describes the Helles as a gently spiced, malted barley beer that it topped off with a frothy head when poured into a glass.
Erdinger Brauhaus Helles is available now across Sainsbury’s stores in a 500ml bottle with an RRP of £2.75 via its importer and UK distributor Carlsberg Britvic.
Peter Gowans, Erdinger UK country manager at Carlsberg Britvic, said: “Erdinger Brauhaus Helles is everything you’d expect from a true Bavarian lager and is an ideal refreshing drink for the long, hot summer that we’ve all got our hopes pinned on.
“It is brewed in the heart of Bavaria and showcases the very best of the area’s great brewing tradition, with the uncompromising focus on quality that you find in every Erdinger beer.
“It is said that Brauhaus Helles was first brewed simply ‘for the love of beer’ and that same passion and dedication for a great beer remains at the heart of Erdinger’s brewing values.”
