Budvar teams up with rivals on beer brewed at source

Budweiser Budvar has joined up with a host of brewers to form a trade body dedicated to promoting beer that is brewed at source.​

Several brewers including Heineken, Charles Wells and Adnams, as well as drinks companies like Ubevco, which markets Sol, were invited to the group's first meeting in London last week.

The aims of the group, which as yet is unnamed, are to champion genuine imported beer, to share research costs, and most importantly, to lobby consumer pressure groups on what Budvar calls "misleading advertising and packaging".

John Harley, managing director of Budvar, said: "We are authentic beers, all brewed at source, but the problem is we're competing against products that claim to be authentic but are not. For example some beers have 'Brewed in the EU' on the back, which is misleading."

He added that the association would be looking for more members. "As long as a beer is authentic and brewed at source we would welcome them. This is not going to be an ivory tower or elitist club. That is why I asked Asahi along. I'm well aware that some of its beer is brewed under licence in Prague, but it also brews at source and I think we all would be interested to hear what Asahi has to say."

Pictured: John Harley, managing director of Budvar, (left) and Moto Suzuki, managing director of Asahi (right)​

Budvar black lager launch​

Budvar is looking to launch its dark lager into the on-trade following impressive feedback at the Bar Show this year.

The lager, called Budweiser Budvar Black Lager, is to be put into two London outlets on test to gauge consumer reaction over the coming weeks.

The two outlets are thought to be Microbar in Clapham, London, and one of the bars in entrepreneur Richard Bigg's Cantaloupe Group.