British craft beer brand Empress Ale has acquired the distribution rights for the Czech lager Celia.
Launched in 2012 and brewed in Zatec, Czech Republic, Celia is a gluten-free, organic, vegan beer brand which its owners say makes a strong proposition in today’s drinks market, where more people are seeking beverages that cater to their detary requirements or choices.
Drinkers can choose between the light and hoppy Celia Organic or the rich and malty Celia Dark. The lagers are made with Movarian malt, Saaz hops – a heritage, protected variety – and locally sourced water, and its batch brewing process utilises natural carbonation.
Surj Virk, Empress Ale founder and managing director, said; “Since we launched Empress Ale our mission has been to provide desirable eateries with British-made, quality craft beer. We have always aimed high and seen sales solidly increase despite exceptionally challenging market conditions.
“Celia represents an ideal fit for our portfolio both in terms of ethos and mission; it’s premium, great tasting, the perfect complement to food and is backed by an enviable heritage and provenance… We are confident that with the right support, Celia is well placed to become the UK’s gluten-free lager of choice.”
Empress Ale aims to maximise opportunities in the off-trade for Celia – it already has listings with Waitrose and Ocado – while continuing to build its on-trade presence. The company has campaigns planned for Celia in January 2021 and is planning further investment in the brand.
13 January 2021 – Bethany Whymark