New 5% Heineken is up and running

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The new premium draught Heineken began appearing on the bar counters of scores of pubs on Monday. Heineken has replaced its long-established Cold...

The new premium draught Heineken began appearing on the bar counters of scores of pubs on Monday. Heineken has replaced its long-established Cold Filtered 3.4% abv standard lager ­ that has been sold in the UK for the past 40 years ­ with a 5% abv premium product brewed in Holland, which is being marketed and distributed by a new UK-based subsidiary, Heineken UK. It is phasing out the old standard-lager product. Detailed plans and listings for the brand, together with new marketing initiatives, are being announced later today, but the new lager has already gone on tap in some of the Laurel Pub Company-owned Hogs' Head bars across the country. Heineken UK managing director Rob Marijnen said: "Heineken has a long tradition in the UK and is one of the most popular beers here. "People's tastes change though, and British drinkers have developed a taste for the original version of Heineken ­ loved by millions of drinkers in over 170 countries around the world ­ when they have been overseas." Heineken has also launched draught Amstel in the UK, with the new 4.1% abv product designed to give an alternative between premium and standard lager offerings.

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