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Mere pr launches new lager in UK

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By The Drum Team, Editorial

August 30, 2007 | 1 min read

Manchester brewery JW Lees has appointed Mere PR to launch its new premium Czech lager, Bohemia Regent.

Brewed by Trebon, one of Europe’s oldest breweries, the lager has never been exported to the UK in draught before, but is now to be offered by JW Lees on-trade throughout the country.

Mere PR will be supporting its arrival with a consumer and trade PR campaign designed to introduce potential customers and consumers to the brand, initially targeting the northwest and Liverpool areas.

Tony Tighe, CEO of Mere PR, said: “JW Lees is an exciting brewery and the arrival of such an exclusive, premium Czech lager really highlights this. Our campaign will support the sales team as they target potential customers throughout the northwest, with a view to rolling the successes out nationally.”

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