Premium Czech lager Bohemia Regent comes to UK

Premium Czech lager Bohemia Regent is to be available in the UK for the first time, thanks to a 10-year distribution deal with JW Lees in Manchester.

Bohemia Regent is a 5% premium draught lager, which will continue to be brewed in Trebon.

JW Lees has exclusive rights to distribute the premium lager in draught format.

The drink's premium positioning offers potential high profit margins to customers throughout the UK, as JW Lees is offering the product to establishments in every region and customers can price it themselves.

Trebon head brewer Ivan Duvek delivered the first shipment of Bohemia Regent to JW Lees himself this month, and was met by JW Lees head brewer Giles Dennis.

Said William Lees-Jones: "This lager suits us perfectly. We've always wanted a relationship with a really good quality lager producer in Europe and Bohemia Regent is exactly the sort of brewery we were looking for. ​

"It has tradition, it's very much its own sort of place and it really cares about the flavours of the beers it produces. It's very like JW Lees in its ambition and the way it sees the future - and they're good people to do business with."

JW Lees will be supporting the launch of the drink with high quality branded glasses, flyer coasters and coaster distributors, with the additional opportunity to take branded black shirts and long aprons.

A full consumer PR campaign will aim to drive consumer awareness of this exciting new arrival.