Löwenbräu relaunched to compete in growing speciality imported lager market

Löwenbräu, the sleeping giant of premium lager, has been relaunched as a speciality imported beer to compete with the likes of Hoegaarden, Budvar and Pilsner Urquell.

Marketer and distributor Refresh UK, which took over the rights to the brand last year, is to cease brewing of Löwenbräu Premium and replace it with Löwenbräu Original, 5.2 per cent ABV - a stronger imported version of the German lager.

The switch is spearheading a major brand repositioning programme designed to move Löwenbräu towards the growing speciality imported beer market and away from its traditional image as a strong lager.

Refresh UK chief executive Rupert Thompson said: "Our research has shown that there is a new, discriminating drinker that is looking for authentic brands and being part of that authenticity is buying a beer that is brewed where it has always been brewed.

"Löwenbräu has not had much support for a long time now and we're just trying to put it back where it should have always been."

Refresh UK is targeting the "upper end of the market" as well as outlets looking for a speciality import to complement the mass-market brands such as Stella Artois and Kronenbourg 1664.

The relaunch is to be accompanied by a national press, poster and London Underground campaign.