China’s Cheerday Brewery is launching Lucky Buddha beer on draught across the UK in a bid to offer Asian venues broader beer choices.

The 4.8% ABV Asian-style lager, which is brewed at the Qiandao Lake in China, is distributed exclusively in the UK by LWC has, until now only ever been available in its distinctive 330ml bottle format.

The brand’s iconic bottle has been turned into a font design that it is calling the “Fortune Fountain” and will be available in 30 litre kegs from the 22 July.

Speaking to the drinks business, LWC beer and cider category manager Lee Williams said: “The UK has seen a real explosion in Asian and South East Asian dining venues over the last five years, with restaurant sector analysts predicting this rise in demand to continue over the coming years.  As consumers seek out healthier lifestyles and don’t want to compromise on this when dining out, healthier Asian concepts lend themselves to this perfectly.”

According to Williams, the draught offer is being rolled out across Britain following high demand from venue owners who understand how well it will sell if made available.

Williams explained: “Lucky Buddha Beer has been in our portfolio for over 10 years and has consistently performed well across the Asian and South East Asian restaurant scene.  Over recent years the brand has experienced growth in line with the growth in the Asian cuisine market.  However, we often get asked by our customers if, and when, the brand will be available on draught.”

He told db: “When visiting an Asian venue, you might notice that the beer offering is often limited to just a few brands, and even more so when it comes to draught.  We know that consumers love Lucky Buddha beer.  It’s tried and tested.  But we also know that a lot of diners crave a fresh pint when dining out and would prefer for it to be one that pairs perfectly with their dish.  Enter Lucky Buddha on draught.”

Williams added that by launching Lucky Buddha on draught, the business is “aiming to broaden the repertoire of Asian beers available within the Asian restaurant market and give both venues and consumers more choice”.

To support the draught launch, trade launch events are being hosted in Manchester and London, and Lucky Buddha Beer bottles will also be on offer via LWC throughout July at a one-off price of £25.99 per case.