UK distribution grows for the best-selling Portuguese beer in the world – thanks to the launch of a 660ml NRB format

Super Bock is an authentic premium lager imported from Portugal; brewed in Porto since 1927 which has recently been introduced to UK retailers in a single 660ml NRB format. Available in cases of 12x660ml, the decision was taken by Brookfield Drinks and brand owner Super Bock Group to launch this format to take advantage of the growing popularity of premium world beers in this category.

World beers have seen significant and continuing category growth, with value sales up 11% YOY*. Super Bock lager is the best-selling Portuguese beer in the world and one of the fastest growing beers in the category. Since the launch of Super Bock in the UK by Brookfield Drinks in 2014, Super Bock has grown nationally, achieving listings in many of the leading wholesalers including Booker, Elbrook, Imperial and Parfetts, as well as many others.

Deighton Ridge, Commercial Director at Brookfield Drinks commented “this is a strategic move from Super Bock Group and Brookfield Drinks to enter the growing sector of larger share sized single formats. These skus are continuing to gain popularity and command more shelf space in store. It makes sense for the world’s favourite Portuguese beer to be available in a big 660ml bottle, as this format has been highlighted in research as a key growth category for independent and convenience retailers to capitalise on premium world beer sales.”

With a recommended RRP of £2.25 per bottle, Super Bock is anticipated to become a key line to stock in the premium world beer category. The line can be supported in store by various types of POS, available by request at info@brookfielddrinks.co.uk.

*Source: Marstons 2018 Off-trade beer report