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Viru appoints new UK Distributor – again

Inspirit brands has today announced a new addition to its portfolio, with premium Estonian beer Viru. Inspirit brands will be looking to grow the brands previous success and ensure continued success throughout the drinks industry in the UK. Viru known as ‘the real gem of the Baltic’, will be part of inspirit brands premium portfolio from April 2009. Viru is a 5% pilsner style beer brewed for export in Estonia to a traditional recipe. It is packaged in a unique octahedral bottle, based on the towers and churches of Tallinn, the historic capital. Brewed using Lithuanian barley and aromatic Saaz hops, Viru is a clean, refreshing lager with a light hoppy palate. The beer is brewed in the A. Le Coq distillery, which is the second largest brewery in Estonia Owners of Viru are UK based company Brand Independence. Director Paul Baxendale said; “Inspirit Brands have a very successful record working with premium drinks brands. We are delighted that they see the opportunity for Viru and are confident they will continue its growth in the UK.” Inspirit brands’ Managing Director James Shelbourne comments: “I am delighted with the acquisition of Viru to inspirit brands, it has long been a brand I have admired and I have enjoyed watching its development since entering the UK market. Viru compliments the portfolio perfectly and we look forward to working with Brand Independence to affirm the brands position in the premium beer market. It is a strong addition to the portfolio and the team are looking forward to building on Viru’s current successes. We intend to secure its development into a leading premium brand. ” Sold in many of London’s top venues, such as the Lanesborough and Browns Hotels, Coq D’Argent restaurant and the Embassy Club, Viru is clearly recognisable as a true blend of style and quality with genuine European heritage.

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Thursday, December 14, 8:45 pm

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