Anheuser-Busch is moving into the standard lager market with a new beer in the Budwesier portfolio.
Bud Silver is aimed at mid-week drinkers looking for a lower-strength beer, and is brewed to 4.1% abv.
It comes packaged in a distinctive pint-sized "gripper" bottle, which A-B claims to be the first bottle with indentations down its side like a gripped hand, designed so that consumers can hold it more securely.
The beer first appeared last month in the Scottish off-trade and is now debuting in pubs across the country.
Jim Gorczyca, UK marketing director for Anheuser-Busch, said: "This is the first time Budweiser UK has entered the standard lager category. The beer has been designed specifically for the UK palette, using Bavarian hops to create a bitter, full, rounded flavour. It is presented in a striking silver and blue livery that complements its premium quality heritage and American parent brand."
He said the lager will target 18 to 40-year-old males during midweek drinking occasions.
The launch of Bud Silver is being supported with radio, print advertising and in-pub PoS material, using the brand's strapline, "Sterling Stuff".