Staropramen is a 5% ABV Czech lager and is currently the number three draught World Beer in the UK according to CGA Brand Index. Carlsberg UK will take on the exclusive rights to import, market and distribute the lager on behalf of brand owners StarBev.
The deal will confirm Carlsberg UK's position as the biggest UK brewer in the World Beer category, with three out of the top four World Beer brands in the on trade now part of Carlsberg UK's portfolio, giving it an overall 32% UK market share in that category. The other two are San Miguel, which is the number one World Beer in the off trade, and Tuborg.
Commenting on the announcement, Dr Isaac Sheps, chief executive of Carlsberg UK said: "We are mindful of Staropramen's strong Czech heritage and we intend to use that to drive the brand to great heights in both on and off-trade in the UK," added Dr Sheps. "We look forward to working together with our new partners and with our customers to grow the brand in the UK."