PLB has added to its branded beer portfolio in the UK with the addition of Brazilian lager Palma Louca.

The independent beer and wine importer and distributor said yesterday (29 May) that it took the decision to expand its beer division into the branded product arena late last year, from which brand manager Martin Howe said he expects "great things."

"The UK consumer's demand for premium genuine imported lager, and in particular Latin sourced brands, continues to grow," Howe said.  "In response, retailers are looking to increase their offering of authentic packaged beer and we believe Palma Louca is well positioned to capitalise on this.  It's brewed in Rio de Janeiro, and Brazil is perceived as both fashionable and aspirational by the UK consumer."

Palma Louca will have an RRP of around GBP4.99 (US$9.85) for a six-pack.

PLB said it is now focusing on marketing branded premium packaged beers and ciders from Brazil, Spain, the Czech Republic and Lithuania.