Molson Coors has launched Pravha, a lighter pilsner from the brewers of Staropramen, into the UK on-trade.
The 4% ABV premium beer will be exclusively available on draught, and has the iconic flavour and gentle bitterness of a high quality Czech pilsner, but is also crisp, light and refreshing.
Pravha has been designed to leverage the increasing consumer demand for beers with personality as well as great flavour.
Ali Pickering, Portfolio Brand Director at Molson Coors, says: “In Prague there’s always something new and exciting going on underneath the surface of the city. In the same way, Pravha is the unexpected side of Staropramen, an unexpectedly refreshing drinking experience that you might not expect from a Czech pilsner. In introducing this beer to the on-trade, we hope to excite customers and consumers and drive increased rate of sale in the premium world beer category. We think this is the perfect beer for after work with colleagues or a night out with friends.”
Pravha’s launch is being supported by point of sale material including glassware, branded fridges, bar runners, coasters and signage.
