Viru

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.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] The brand is owned by Brand Independence Ltd, based in London, England, and is brewed under licence in Estonia.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] A. Le Coq is the second largest brewery in Estonia, with a market share of 36.8% in 2005.cite web|url=http://www.europeanbeerguide.net/estobrew.htm|title=Estonian Breweries|accessdate=2007-10-28|publisher=Ron Pattison|date=2006|author=Ron Pattison]

It was introduced to the British market in 2006, initially being supplied to high-quality bars and restaurants in London and elsewhere. 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 1,988cite web|url=http://www.tescocorporate.com/page.aspx?pointerid=A8E0E60508F94A8DBA909E2ABB5F2CC7|title=Inside Tesco: Tesco at a glance|accessdate=2007-10-28|publisher=Tesco PLC|date=2007-05-15] stores stocked it. Late 2007 Brand Independence launched the beer in Italy and Mozambiquecite web|url=http://ucrania-mozambique.blogspot.com/2008/06/cerveja-viru-em-moambique-2.html|title=Viru beer in Mozambique 2|accessdate=2008-06-03|publisher=UemA|date=2008-06-03] . In 2008 Viru was also launched in Switzerland and Sweden. Far East, USA and Canada are expected to see first consignments of Viru in 2009.

In August 2008 Brand Independence appointed a new exclusive importer to the UK market - Tiger Beer UK Ltd.

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. The name of the beer was changed when it was launched in Britain — it is known in Estonia as "A. Le Coq Premium Extra". A new label was also introduced.

The beer is brewed with malted barley from Lithuania, water drawn from artesian wells at the brewery, and Saaz hops from the ancient city of Žatec (German: "Saaz") in the Czech Republic. Hops have been produced here for more than seven centuries.cite web|url=http://english.mesto-zatec.cz/saaz-hops-/hopsandbeer.html|title=Žatec — official town website: Saaz hops|accessdate=2007-10-28|publisher=advice.cz, s.r.o.|date=2007-07-23]

References

External links

* [http://album.beermir.com/link.php?id=5490 Bottle sold with the "A. Le Coq Premium Extra" name, with corresponding label]
* [http://www.ratebeer.com/beer/a-le-coq-premium-extra/17674/19328/ RateBeer.com ratings of A. Le Coq Premium Extra]
* [http://www.virubeer.com Viru Beer official website]
* [http://www.stuartebdy.com/static.php?page=viru-beer Viru beer]
* [http://www.just-drinks.com/ia.aspx?id=1334 New UK distributor for Viru Beer]
* [http://www.youtube.com/watch?v=5FfpETjREbQ Viru Beer at Beer Exposed Exhibition in September 2008, London]
* [http://www.youtube.com/watch?v=OGdAuWpzdm8 Viru Beer at the Beer and Whiskey Festival in September 2008, Stockholm]