Viru (beer) - History

History

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. In late 2007 Brand Independence launched the beer in Italy and Mozambique. In 2008 Viru was also launched in Switzerland and Sweden. The first shipment of Viru beer arrived in Japan in September 2009. The U.S. received their first shipment of Viru beer in December 2009 and Canada in July 2010.

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.

Since July 2012 Viru is imported to the U.S. by Dolce Beverage Group, LLC Streamwood IL.

In August 2012 Baltic Beer Company appointed a new exclusive importer to the UK market - Catalyst Brands, a division of Matthew Clark (UK’s largest national wholesaler).

By August 2012 the international presence of Viru beer grew to 20 countries that include Chile, Hungary, Poland, Lithuania, Taiwan, China and Germany.