Viru (beer): Difference between revisions
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{{for|the Estonian counties of Ida-Viru and Lääne-Viru|Vironia}} |
{{for|the Estonian counties of Ida-Viru and Lääne-Viru|Vironia}} |
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[[Image:Viru-bottle-new.gif|thumb|100px|right|Viru bottle with a new label since October 2007]] |
[[Image:Viru-bottle-new.gif|thumb|100px|right|Viru bottle with a new label since October 2007]] |
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'''Viru''' is a 5.0% [[Alcohol by volume|ABV]] [[pilsner]]-style [[beer]] brewed in [[Estonia]]. It is brewed in the country's second largest city, [[Tartu]], by the [[A. Le Coq]] brewery.<ref name="TDB">{{cite web|url=http://www.thedrinksbusiness.com/index.php?option=com_content&task=view&id=5405&Itemid=198|title=The Drinks Business: Marketing/New Products|accessdate=2007-10-28|publisher=Union Press Ltd|year=2006}}</ref> The brand is owned by Baltic Beer Company Ltd (formerly Brand Independence Ltd), based in [[London]], UK, and is brewed under licence in Estonia.<ref name="EST">{{cite web|url=http://www.estonia.gov.uk/static/files/030/viru_press_release_sept_07__edit_.pdf|title=Estonian beer "Viru" hits Tesco|accessdate=2007-10-28|publisher=Brand Independence Ltd|date=2006-09-05}}</ref> A. Le Coq is the second largest brewery in Estonia, with a [[market share]] of 36.8% in 2005.<ref name="BREW">{{cite web|url=http://www.europeanbeerguide.net/estobrew.htm|title=Estonian Breweries|accessdate=2007-10-28|publisher=Ron Pattison|date=2006|author=Ron Pattison}}</ref> |
'''Viru''' is a 5.0% [[Alcohol by volume|ABV]] [[pilsner]]-style [[beer]] brewed in [[Estonia]]. It is brewed in the country's second largest city, [[Tartu]], by the [[A. Le Coq]] brewery.<ref name="TDB">{{cite web|url=http://www.thedrinksbusiness.com/index.php?option=com_content&task=view&id=5405&Itemid=198|title=The Drinks Business: Marketing/New Products|accessdate=2007-10-28|publisher=Union Press Ltd|year=2006}}</ref> The brand is owned by Baltic Beer Company Ltd (formerly Brand Independence Ltd), based in [[London]], UK, and is brewed under licence in Estonia.<ref name="EST">{{cite web|url=http://www.estonia.gov.uk/static/files/030/viru_press_release_sept_07__edit_.pdf|title=Estonian beer "Viru" hits Tesco|accessdate=2007-10-28|publisher=Brand Independence Ltd|date=2006-09-05}}</ref> A. Le Coq is the second largest brewery in Estonia, with a [[market share]] of 36.8% in 2005.<ref name="BREW">{{cite web|url=http://www.europeanbeerguide.net/estobrew.htm|title=Estonian Breweries|accessdate=2007-10-28|publisher=Ron Pattison|date=2006|author=Ron Pattison}}</ref> |
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Revision as of 13:32, 13 February 2010
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Viru is a 5.0% ABV pilsner-style beer brewed in Estonia. It is brewed in the country's second largest city, Tartu, by the A. Le Coq brewery.[1] The brand is owned by Baltic Beer Company Ltd (formerly Brand Independence Ltd), based in London, UK, and is brewed under licence in Estonia.[2] A. Le Coq is the second largest brewery in Estonia, with a market share of 36.8% in 2005.[3]
It was introduced to the British market in 2006, initially being supplied to high-quality bars and restaurants in London and elsewhere.[1][2] Although not originally aimed at the "off-trade" (take-home sales), it began to be sold by Britain's largest retailer Tesco in September 2007 — 250 of its 1,988[4] stores stocked it. Late 2007 Brand Independence launched the beer in Italy and Mozambique[5] .[2] In 2008 Viru was also launched in Switzerland and Sweden. First shipment of Viru beer arrived in Japan in September 2009. Far East, USA and Canada are expected to see first consignments of Viru in 2009.
In March 2009 Brand Independence appointed a new exclusive importer to the UK market - inspirit brands.
In February 2010 Baltic Beer Company announced sponsorship deal with the Team Suzuki Alstare where Viru Beer became a co-sponsor of the team.
Viru beer is sold in distinctive tall octahedral bottles. The design is a century old and originates from Imperial Russia; it is intended to resemble the mediæval-era turrets found in Estonia.[1] The name of the beer was changed when it was launched in Britain. In Estonia it was known as A. Le Coq Premium Extra until it was discontinued by the brewery in 2006/2007. A new design label was introduced in 2007.[2]
The beer is brewed with malted barley from Lithuania, water drawn from artesian wells at the brewery, and Saaz hops from the city formerly Austrian named Saaz (since 1918 Žatec, today in the Czech Republic).[1][2] Hops have been produced here for more than seven centuries.[6]
References
- ^ a b c d "The Drinks Business: Marketing/New Products". Union Press Ltd. 2006. Retrieved 2007-10-28.
- ^ a b c d e "Estonian beer "Viru" hits Tesco" (PDF). Brand Independence Ltd. 2006-09-05. Retrieved 2007-10-28.
- ^ Ron Pattison (2006). "Estonian Breweries". Ron Pattison. Retrieved 2007-10-28.
- ^ "Inside Tesco: Tesco at a glance". Tesco PLC. 2007-05-15. Retrieved 2007-10-28.
- ^ "Viru beer in Mozambique 2". UemA. 2008-06-03. Retrieved 2008-06-03.
- ^ "Žatec — official town website: Saaz hops". advice.cz, s.r.o. 2007-07-23. Retrieved 2007-10-28.
External links
- Bottle sold with the "A. Le Coq Premium Extra" name, with corresponding label
- RateBeer.com ratings of A. Le Coq Premium Extra
- Viru Beer official website
- Viru beer
- New UK distributor for Viru Beer
- Viru Beer at Beer Exposed Exhibition in September 2008, London
- Viru Beer at the Beer and Whiskey Festival in September 2008, Stockholm
