Interbrew's Brahma now in the UK

Interbrew has gone all Brazilian as it launches a genuine imported lager from the land of Pele.

Brahma, a 4.8 per cent ABV premium lager and the ninth largest beer brand in the world, is owned by Brazilian brewer Ambev, which merged with Interbrew last August.

Interbrew is targeting the brand at consumers in their mid-20s and will initially distribute it to top-end bars.

By the end of the year the company will look to roll out Brahma across the rest of the trade.

The beer, which is directly imported from Sao Paulo, will be available in 355ml embossed bottles.

Mandy Bobrowski, head of Interbrew UK's new business development team, said: "Consumers are happy to pay a premium price for international brands - some 10 per cent more than mainstream premium packaged lagers - because they have substance and authenticity.

"Brahma will deliver increased margin for our customers and create new sales opportunities."

There is a family of Brahma lager brands in Brazil, including Brahma Extra and Brahma Chop, although Interbrew said that it has no plans to release anything else from the Ambev stable in the UK in the near future.