Viru (beer)
Viru is a 5.0% ABV pilsner-style beer brewed in Estonia. It is brewed in the country's second largest city, Tartu, by the A. Le Coq brewery.[1] The brand is owned by Baltic Beer Company Ltd (formerly Brand Independence Ltd), based in London, UK, and is brewed under licence in Estonia.[2] A. Le Coq is the second largest brewery in Estonia, with a market share of 36.8% in 2005.
History
It was introduced to the British market in 2006, initially being supplied to high-quality bars and restaurants in London and elsewhere.[1][2] Although not originally aimed at the "off-trade" (take-home sales), it began to be sold by Britain's largest retailer Tesco in September 2007 — 250 of its 1,988[3] stores stocked it. In late 2007 Brand Independence launched the beer in Italy and Mozambique.[2][4] In 2008 Viru was also launched in Switzerland and Sweden. The first shipment of Viru beer arrived in Japan in September 2009. The United States received their first shipment of Viru beer in December 2009 and Canada in July 2010.
In February 2010 Baltic Beer Company announced sponsorship deal with the Team Suzuki Alstare where Viru Beer became a co-sponsor of the team.
In November 2010 Baltic Beer Company introduced redesigned packaging for Viru beer and first shipments to South Korea, Israel and Australia were shipped in December 2010.
Since July 2012 Viru is imported to the U.S. by Dolce Beverage Group, LLC Streamwood IL.
In August 2012 Baltic Beer Company appointed a new exclusive importer to the UK market - Catalyst Brands, a division of Matthew Clark (UK’s largest national wholesaler).
By August 2012 the international presence of Viru beer grew to 20 countries that include Chile, Hungary, Poland, Lithuania, Taiwan, China and Germany.
The Product
Viru beer is sold in distinctive tall bottles in the shape of an octagonal pyramid. Current bottle design was updated by an Estonian design agency The Brand Manual and has been registered internationally by Baltic Beer Company Ltd; it is intended to resemble the mediæval-era turrets found in Estonia.[1] The name of the beer was changed when it was launched in Britain. In Estonia it was known as A. Le Coq Premium Extra until it was discontinued by the brewery in 2006/2007. A new design label was introduced in 2007.[2]
The beer is brewed with malted barley from Lithuania, water drawn from artesian wells at the brewery, and Saaz hops from the city formerly Austrian named Saaz (since 1918 Žatec, today in the Czech Republic).[1][2] Hops have been produced here for more than seven centuries.[5]
Baltic Beer Company will be launching two new styles of Viru beer in early 2013 - a strong bock style beer at 6.8% ABV and a dark lager at 4.7%.
Viru Bottle with the old label until October 2007
Viru bottle with a new label since October 2007
Viru new bottle with the new label from November 2010
References
- 1 2 3 4 "The Drinks Business: Marketing/New Products". Union Press Ltd. 2006. Retrieved 2007-10-28.
- 1 2 3 4 5 "Estonian beer "Viru" hits Tesco" (PDF). Brand Independence Ltd. 2006-09-05. Retrieved 2007-10-28.
- ↑ "Inside Tesco: Tesco at a glance". Tesco PLC. 2007-05-15. Retrieved 2007-10-28.
- ↑ "Viru beer in Mozambique 2". UemA. 2008-06-03. Retrieved 2008-06-03.
- ↑ "Žatec — official town website: Saaz hops". advice.cz, s.r.o. 2007-07-23. Retrieved 2007-10-28.