Erdinger Weissbräu has added Brauhaus Helles to its UK roster.
Billed as a “refreshing Bavarian lager”, the 5.1% abv tipple has landed in 300 Sainsbury’s stores ahead of wider distribution later this year. It joins Erdinger’s flagship Weisbier and Alkoholfrei Wiesbier in the brewer’s UK roster.
Brauhaus Helles Lager is brewed in accordance with Bavaria’s Purity Law of 1516, which states beer can only be made from barley, hops, water and yeast.
It offered “a well-rounded body and gentle spicy malted barley notes”, the Munich-based brewer said.
It underwent “careful maturing” at cold temperatures to allow its flavours to “perfectly develop”, it added.
“Erdinger Brauhaus Helles is everything you’d expect from a true Bavarian lager,” said Peter Gowans, Erdinger UK country manager. “It is an ideal refreshing drink for the long, hot summer that we’ve all got our hopes pinned on.”
The launch comes amid growing retailer focus on continental-style lagers. In a recent range refresh, Sainsbury’s added a slew of German lagers including Ayinger Hell, Hofbrau Original and Tegernseer Hell.
The retailer also handed a grocery debut to Walthamstow-based Pillars, which specialises in producing German-style lagers. Pillars Pilsner is now available in 70 stores across London and the south east.
Meanwhile, in March, M&S added a trio of continental lagers produced by partner breweries in Spain, Germany and the Czech Republic.
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