KEY POINTS:
They've been drinking our beer over there for a while but for the first time the discerning London lager lover can now enjoy a New Zealand-brewed Monteith's at the pub.
Owner DB Breweries has spent the past two years working on a strategy to sell Monteith's to top-end UK drinkers, cashing in on a growing demand in that market for high-priced "premium" and exotic brews.
The plan has initially proved too successful, with the brewer getting caught short of product when an initial shipment of 3000 cases of the beer sold out faster than predicted.
"We had to air-freight 600 cases up last month, at huge expense, because we thought we could make it through but we've had such good sales," said DB business development manager Andy Daniells.
"We've been bringing production forward and brews forward and having extra glass runs to keep up with demand."
The beer is a specially brewed variation on the Monteith's pilsner sold locally, with a less bitter taste, aimed at appealing to the UK drinker's palate.
DB has also redesigned the Monteith's bottle after its research showed the traditional brown bottle would not cut it in the British market.
It has been replaced by an "overtly New Zealand" green bottle embossed with a fern and black and gold labelling.
"It became clear through the research that we needed to really play up our New Zealandness. The packaging is doing a lot of work in terms of communicating the clean, green New Zealand [image]," Daniells said.
"The key thing was New Zealand is very motivating as a theme. It's quite hot off the back of Lord of the Rings and the wine sales up there."
The beer is being sold through the Corney and Barrow chain of upmarket pubs in central London where it retails for £3.60 for a 330ml bottle.
It is also available through 50 Waitrose and Booths supermarkets.
"We're always looking for opportunities with export and it's really about finding the right market and the right gaps," Daniells said.
DB exports to 10 countries but sees the UK as its "big focus" for now.
"The UK is going to take quite a bit of focus because there's so much opportunity and we've only just started, and only really in London."
In May this year Lion Nathan launched a new premium label, Steinlager Pure, which also focused on pushing the "New Zealandness" Monteith's marketing strategy istapping into.
Lion's New Zealand managing director, Peter Kean, said that while the new brew was targeted primarily at the local market: "It will be a real upside for us if it continues to pick up overseas like Steinlager classic has".
THEIR ROUND
* Monteith's lager is selling over the bar through Corney and Barrow pubs in London for £3.60 a 330ml bottle
* Other London bars charge up to £5 for premium imported beers
* In the UK's Waitrose and Booths supermarkets, Monteith's is retailing at £1.29 a bottle.
