Premier Cru is new Champagne' lager

Scottish Courage is also launching Kronenbourg Premier Cru, a new luxury lager it hopes will become the Champagne of the beer sector. The 6% abv beer is slow brewed with Strisselspalt hops ­ the reputed "caviar" of hops ­ to achieve a smooth texture which the company hopes will appeal to "discerning male drinkers". At a cost of £1.99, Premier Cru will be available initially in off-licences from this month, but Scottish Courage hopes to eventually roll it over into the on-trade. The matt blue bottle is designed to accentuate the designer label image of the new brand. Andy Neal, Kronenbourg brand director, said: "Kronenbourg 1664 is focused on providing different drinks for different occasions and the addition of Premier Cru and Déco to the Kronenbourg 1664 stable does just that. As the UK's leading brewer we are constantly looking to innovate to create excitement and interest among drinkers." "Déco and Premier Cru are the latest product developments to highlight this lead in innovation and we expect them to make a huge impact on the beer market.