Following its success in the on-trade, Molson Coors is to make the Pravha brand available across the UK off-trade this month.
The Czech pilsner’s value growth reached 87.4% last year, making it the fastest growing 4% ABV lager in the top 20 on-trade brands. It also taps into the market for premium beers, which was up by 15% in 2018.
Molson Coors is investing more than £5m into the brand this year, with Pravha’s packaging undergoing a complete redesign as well as a national advertising campaign.
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.”