Pravha launches in bottle formats exclusively through Sainsbury’s

Pravha, the premium lighter tasting pilsner by the brewers of Staropramen, is launching in a new bottle format available in selected Sainsbury’s Locals nationwide from 29th April and in all Sainsbury’s stores across the UK from 20th May.

The move to off-trade comes following the successful launch of Pravha in 2016 with the brand now available in around 3,000 pubs and bars across the UK. Launching through an exclusive partnership with Sainsbury’s, Pravha will now be available in three different SKUs –  660ml individual bottles and 4 and 12 packs of 330ml bottles.

The variety of SKUs demonstrates the brand’s appeal to different kinds of drinking occasions from early evening drinks at home with friends through to pairing with food.

Inspired by the modern and often unexpected side of Prague, Pravha – a blend of the words ‘Praha’ [Prah-ha] meaning Prague, and ‘Prava’ [Prah-va] meaning genuine –  offers a modern twist on the classic Czech pilsner. Light in both taste and alcohol content (4% ABV), its ingredients create a crisp, lighter tasting and refreshing beer, which hits all the senses with malty sweetness, balanced with a lighter hoppy taste.

The new launch, will be supported by an in-store sampling programme along with brand POS and displays. This will be amplified by a ‘Swipe to Win’ offer inviting Sainsbury’s Nectar card holders who can enter a competition to win a trip to Prague to discover the history behind of the beer.

Rob Hollis, Head of World Beers at Molson Coors, says: “We’re excited to be launching Pravha in bottles across the UK after the great feedback and sales we have seen in outlet. As more and more consumers are looking for a range of ABV options, it seemed natural for us to launch Pravha in a bottle format and increase distribution to consumers across the UK, while amplifying our visibility in off-trade retailers”.

Pravha is now available in Sainsbury’s Locals nationwide in 660ml (£1.85) individual bottle format or in 4-packs (£4.25) and 12-packs (£12) of 330ml bottle formats. Individual 660ml bottles and 330ml 4-packs will be available in selected Sainsbury’s Local from 29th April, along with the 12-packs which will be available in Sainsbury’s stores nationwide from 20th May.