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Scottish brewer Tennent's has used its successful international lager recipe to create a new brand for its home market called Versa.

Supported by launch investment worth GBP750,000 (US$1.4m), with a further six-figure marketing budget for the rest of 2006, Versa will be available from early June in 500 bars throughout Scotland.

Described as a super-chilled, continental-style lager, Versa's recipe is derived from the global Tennent's beer available outside the UK, which sells 100,000 barrels a year.

It is aimed at "discerning 25-plus consumers" and incorporates a distinctive silver fount logo and silver-trimmed glasses.

Tennent's marketing controller for Scotland Kirsty Hunter said: "The lager market has taken some criticism of late for failing to innovate and bring new products to market, so we are proud to be one of the companies bucking that trend."


Sectors: Beer & cider

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