Viru
Encyclopedia
Viru is a 5.0% ABV
pilsner-style beer
brewed in Estonia
. It is brewed in the country's second largest city, Tartu
, by the A. Le Coq
brewery. The brand is owned by Baltic Beer Company Ltd (formerly Brand Independence Ltd), based in London
, UK, and is brewed under licence in Estonia. A. Le Coq is the second largest brewery in Estonia, with a market share
of 36.8% in 2005.
It was introduced to the British market in 2006, initially being supplied to high-quality bars and restaurants in London and elsewhere. Although not originally aimed at the "off-trade" (take-home sales), it began to be sold by Britain's largest retailer Tesco
in September 2007 — 250 of its 1,988 stores stocked it. Late 2007 Brand Independence launched the beer in Italy
and Mozambique
. In 2008 Viru was also launched in Switzerland
and Sweden
. First shipment of Viru beer arrived in Japan in September 2009. USA received first shipment of Viru beer December 2009 and Canada
in July 2010. It is currently imported to the U.S. by C2 Imports, Denver, CO.
In March 2009 Baltic Beer Company appointed a new exclusive importer to the UK market - inspirit brands.
In February 2010 Baltic Beer Company announced sponsorship deal with the Team Suzuki Alstare where Viru Beer became a co-sponsor of the team.
In November 2010 Baltic Beer Company introduced redesigned packaging for Viru beer and first shipments to South Korea
, Israel
and Australia
were shipped in December 2010.
Viru beer is sold in distinctive tall bottles in the shape of an octagonal pyramid. Current bottle design was updated by an Estonian design agency The Brand Manual and has been registered internationally by Baltic Beer Company Ltd; it is intended to resemble the mediæval-era turrets found in Estonia. The name of the beer was changed when it was launched in Britain. In Estonia it was known as A. Le Coq Premium Extra until it was discontinued by the brewery in 2006/2007. A new design label was introduced in 2007.
The beer is brewed with malted barley
from Lithuania
, water drawn from artesian wells at the brewery, and Saaz hops
from the city formerly Austrian named Saaz (since 1918 Žatec
, today in the Czech Republic
). Hops have been produced here for more than seven centuries.
Alcohol by volume
Alcohol by volume is a standard measure of how much alcohol is contained in an alcoholic beverage .The ABV standard is used worldwide....
pilsner-style beer
Beer
Beer is the world's most widely consumed andprobably oldest alcoholic beverage; it is the third most popular drink overall, after water and tea. It is produced by the brewing and fermentation of sugars, mainly derived from malted cereal grains, most commonly malted barley and malted wheat...
brewed in Estonia
Estonia
Estonia , officially the Republic of Estonia , is a state in the Baltic region of Northern Europe. It is bordered to the north by the Gulf of Finland, to the west by the Baltic Sea, to the south by Latvia , and to the east by Lake Peipsi and the Russian Federation . Across the Baltic Sea lies...
. It is brewed in the country's second largest city, Tartu
Tartu
Tartu is the second largest city of Estonia. In contrast to Estonia's political and financial capital Tallinn, Tartu is often considered the intellectual and cultural hub, especially since it is home to Estonia's oldest and most renowned university. Situated 186 km southeast of Tallinn, the...
, by the A. Le Coq
A. Le Coq
A. Le Coq is an Estonian brewery. The company was founded by Albert Le Coq in London in 1807, using a brewery in Tartu that was founded in 1826. The company was bought in 1997 and is currently owned by Finnish company Olvi. It produces many different types of drinks including beers, long drinks,...
brewery. The brand is owned by Baltic Beer Company Ltd (formerly Brand Independence Ltd), based in London
London
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...
, UK, and is brewed under licence in Estonia. A. Le Coq is the second largest brewery in Estonia, with a market share
Market share
Market share is the percentage of a market accounted for by a specific entity. In a survey of nearly 200 senior marketing managers, 67 percent responded that they found the "dollar market share" metric very useful, while 61% found "unit market share" very useful.Marketers need to be able to...
of 36.8% in 2005.
It was introduced to the British market in 2006, initially being supplied to high-quality bars and restaurants in London and elsewhere. Although not originally aimed at the "off-trade" (take-home sales), it began to be sold by Britain's largest retailer Tesco
Tesco
Tesco plc is a global grocery and general merchandise retailer headquartered in Cheshunt, United Kingdom. It is the third-largest retailer in the world measured by revenues and the second-largest measured by profits...
in September 2007 — 250 of its 1,988 stores stocked it. Late 2007 Brand Independence launched the beer in Italy
Italy
Italy , officially the Italian Republic languages]] under the European Charter for Regional or Minority Languages. In each of these, Italy's official name is as follows:;;;;;;;;), is a unitary parliamentary republic in South-Central Europe. To the north it borders France, Switzerland, Austria and...
and Mozambique
Mozambique
Mozambique, officially the Republic of Mozambique , is a country in southeastern Africa bordered by the Indian Ocean to the east, Tanzania to the north, Malawi and Zambia to the northwest, Zimbabwe to the west and Swaziland and South Africa to the southwest...
. In 2008 Viru was also launched in Switzerland
Switzerland
Switzerland name of one of the Swiss cantons. ; ; ; or ), in its full name the Swiss Confederation , is a federal republic consisting of 26 cantons, with Bern as the seat of the federal authorities. The country is situated in Western Europe,Or Central Europe depending on the definition....
and Sweden
Sweden
Sweden , officially the Kingdom of Sweden , is a Nordic country on the Scandinavian Peninsula in Northern Europe. Sweden borders with Norway and Finland and is connected to Denmark by a bridge-tunnel across the Öresund....
. First shipment of Viru beer arrived in Japan in September 2009. USA received first shipment of Viru beer December 2009 and Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
in July 2010. It is currently imported to the U.S. by C2 Imports, Denver, CO.
In March 2009 Baltic Beer Company appointed a new exclusive importer to the UK market - inspirit brands.
In February 2010 Baltic Beer Company announced sponsorship deal with the Team Suzuki Alstare where Viru Beer became a co-sponsor of the team.
In November 2010 Baltic Beer Company introduced redesigned packaging for Viru beer and first shipments to South Korea
South Korea
The Republic of Korea , , is a sovereign state in East Asia, located on the southern portion of the Korean Peninsula. It is neighbored by the People's Republic of China to the west, Japan to the east, North Korea to the north, and the East China Sea and Republic of China to the south...
, Israel
Israel
The State of Israel is a parliamentary republic located in the Middle East, along the eastern shore of the Mediterranean Sea...
and Australia
Australia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
were shipped in December 2010.
Viru beer is sold in distinctive tall bottles in the shape of an octagonal pyramid. Current bottle design was updated by an Estonian design agency The Brand Manual and has been registered internationally by Baltic Beer Company Ltd; it is intended to resemble the mediæval-era turrets found in Estonia. The name of the beer was changed when it was launched in Britain. In Estonia it was known as A. Le Coq Premium Extra until it was discontinued by the brewery in 2006/2007. A new design label was introduced in 2007.
The beer is brewed with malted barley
Barley
Barley is a major cereal grain, a member of the grass family. It serves as a major animal fodder, as a base malt for beer and certain distilled beverages, and as a component of various health foods...
from Lithuania
Lithuania
Lithuania , officially the Republic of Lithuania is a country in Northern Europe, the biggest of the three Baltic states. It is situated along the southeastern shore of the Baltic Sea, whereby to the west lie Sweden and Denmark...
, water drawn from artesian wells at the brewery, and Saaz hops
Saaz hops
Saaz is a "noble" variety of hops.It was named after the Czech city of Žatec . This hop is used extensively in Bohemia to flavor beer styles such as the Czech pilsener.Saaz hops accounted for more than 2/3 of total 2009 hop production in the Czech Republic....
from the city formerly Austrian named Saaz (since 1918 Žatec
Žatec
Žatec is an old town in the Czech Republic, in Louny District, Ústí nad Labem Region. It has a population of 19,813 .The earliest historical reference to Sacz is in the Latin chronicle of Thietmar of Merseburg of 1004. During the 11th century it belonged to the Vršovci - a powerful Czech...
, today in the Czech Republic
Czech Republic
The Czech Republic is a landlocked country in Central Europe. The country is bordered by Poland to the northeast, Slovakia to the east, Austria to the south, and Germany to the west and northwest....
). Hops have been produced here for more than seven centuries.