Kopparberg adds beer to UK offer
Kopparberg is looking to strengthen its position with the roll out of several Swedish beers to complement its ciders.
Peter Bronsman, founder of the family-owned company, which claims to have grown Kopparberg into the world’s fourth-largest cider brand, wants to make a mark for its craft beers.
The company owns Sofiero, the top-selling lager in its native Sweden, plus a host of other brews, and hopes to recreate in the UK the success they have on home soil.
The range of Swedish craft beers will not carry the Kopparberg name, although it’s anticipated they will reinforce the producer’s credentials.
The company is still developing its launch strategy, but Bronsman said Höga Kusten and Fagerhult lager, which are both 5.3% abv – the strength of most premium beer in Sweden – were most likely to appear first.
He said: “We are definitely going to launch Höga Kusten, which means high coast. I have the same feeling in my stomach as I did with the Kopparberg pear cider. People like its taste and it’s a genuine craft lager.”
Kopparberg’s products are handled in the UK under a joint venture between Bronsman and Cider of Sweden, which has a 49% share.
Cider of Sweden managing director Davin Nugent said: “We’ve been saying to the board we need to bring in the beers to balance the range and give the cider greater credibility and so people will understand [the business].
“This summer we hope to do a brewery installation where we’ll show consumers and the trade what we can offer, because just taking the beers into a [supermarket’s] office can be a bit sterile, so we’ve got to get the environment right.”
Bronsman added: “We wouldn’t rebrand the craft beers or have Kopparberg on the label, because it might be a barrier as consumers might think they are sweet.”