Goa Beer has been given a recipe reformulation, as importer Viiking Ventures shifts its marketing focus to a new consumer awareness campaign.
“We bought our head brewer a plane ticket and invited him to taste leading European pilsners,” explained Viiking Ventures MD Ben Parmar. “Goan beers have a unique robust style, and usually high strength, which can be something of an acquired taste for Western palates.”
The brewer subsequently switched from using a six-row malt, to a finer two-row which delivers a brighter colour, with improved clarity and more subtle taste. The strength remains at 4.8% ABV.
In the first phase of its introduction to the UK, the focus was on direct sales to retailers, whilst securing wholesale distribution channels.
Goa Premium Beer, which is gluten-free, is available in bottles and cans from Booker and Makro.
