Tiger Beer UK to distribute Viru Estonian lager

28 July 2008

Brand Independence has announced the appointment of Tiger Beer UK as exclusive UK distributors for its premium Baltic beer Viru.

Owners of Viru are UK based company Brand Independence. Director Paul Baxendale said, ‘We are delighted that TBUK see the opportunity for Viru. We believe it fits well into their portfolio and are confident that they will help Viru reach its full potential in the UK.’

Tiger UK Managing Director Alan Gourdie said that ‘We are extremely pleased to be adding Viru to our existing portfolio of World Beers. We are looking forward to building on Viru’s current successes, and intend to develop it into a leading premium brand by working with our key trade partners’

Viru is a 5% pilsner style beer brewed for export in Estonia to a traditional recipe. It is packaged in a unique octahedral bottle, said to be based on the towers and churches of Tallinn, the historic capital. The new design uses a 1920s Art Deco-period typeface that refers to the period when Estonia first gained independence in 1918. The label was created to increase readability on shelf and uses a bold, striking design.

Brewed using Lithuanian barley and aromatic Saaz hops, Viru is a clean, refreshing lager with a light hoppy palate.