Carlsberg brings in Polish pilsner brand on draught

Carlsberg UK is launching premium Polish lager, Okocim, making the pilsner-style beer the first Polish lager available on draught in the UK. The national roll-out follows a trial run in the off trade in the London area.

Okocim is popular in Poland, and Carlsberg is hoping to attract members of the growing Polish community who have settled here recently. The Polish Embassy says as many as 600,000 Poles now live in Britain. Carlsberg says that imports of Polish beers are said to have increased by 1208% in the last two years.

Carlsberg UK marketing director Darran Britton says: “Demand is increasing for Polish products. This gap in the market and the explosion of new overseas beers provides a great way for us to attract new customers. The launch of Okocim will definitely attract the Polish community, but will also appeal to other drinkers who are looking for something a bit different.”

The brewer is also introducing a range of high quality wines, under the brand name Invenio, exclusive to Carlsberg’s on-trade customers in the UK.

Louise Boddington, Carlsberg UK wine buyer, says: “Invenio offers our trade customers the opportunity to retail a range of Old and New World styles at outstanding value for money for their customers under an on-trade exclusive label.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here