A Bavarian lager from Erdinger has launched into the UK market.

Erdinger Weissbräu has launched its Brauhaus Helles into the UK with the Bavarian lager available in the off-trade, with an initial roll out in over 300 Sainsbury’s stores nationwide.

Helles is the second most popular beer style in Germany and Brauhaus Helles (5.1% ABV) has been brewed by Erdinger Weissbräu in its home town of Erding, Bavaria since 1991.

“Erdinger Brauhaus Helles is everything you’d expect from a true Bavarian lager” said Peter Gowans, Erdinger UK country manager. “It is an ideal refreshing drink for the long, hot summer that we’ve all got our hopes pinned on.”

The pale Erdinger Brauhaus Helles lager has a wonderful, harmonious character and is so smooth and refreshing that it goes down very easily. It has a well-rounded body and gentle spicy malted barley notes and is beaming bright in the glass, topped off with a perfect frothy head when poured, they said

“It is brewed in the heart of Bavaria and showcases the very best of the area’s great brewing tradition, with the uncompromising focus on quality that you find in every Erdinger beer” continued Gowans.

“It is said that Brauhaus Helles was first brewed simply ‘for the love of beer’ and that same passion and dedication for a great beer remains at the heart of Erdinger’s brewing values.”

Erdinger Brauhaus Helles is brewed using only top-quality ingredients and in strict accordance with the Bavarian Purity Law of 1516. It presents a well-balanced impression from careful maturing, with Erdinger master brewers allowing it exactly the time it needs to perfectly develop all of its aromas using the traditional process of longer cold storage.