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Staropramen to join Carlsberg portfolio

Published:  21 July, 2011
By Nigel Huddleston

Distribution of the Czech lager Staropramen is to be taken on by Carlsberg UK.

The company will take over the import, marketing and distribution rights for the 5% abv brand from A-B Inbev UK on August 14.

It will join an international beer portfolio that includes San Miguel and Tuborg.

Carlsberg UK chief executive Isaac Sheps said: “We are mindful of Staropramen’s strong Czech heritage and we intend to use that to drive the brand to great heights.”

Alain Beyens, chief executive of brand owner Starbev said: “Our partnership with Carlsberg is a strategic one and is meant to add significantly to the international development of Staropramen.”

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