A DUTCH brewery is making an assault on new markets in the UK with the re-launch of beers backed by a major campaign aimed at consumers.

Bavaria, with its origins on a family farm in Holland, has its UK base in Burton and is aiming to win over new converts to its alcohol and alcohol-free beers.

With around 82 per cent of beer consumed in this country brewed across the UK, according to the British Beer and Pub Association, the Dutch company is positioning itself as an independent family brewery with a global reach.

All Bavaria beer imported to the UK is produced at the Lieshout brewery, where the Swinkels family have been brewing since 1719.

Rob Page, managing director of Bavaria UK, said: “The Swinkels family have an impressive seven generations of brewing skills, and they have completely perfected this quality product.

“There are few brewers who can claim to have a truly global reach, that have remained independent, and have focused on using ingredients from their home.

“Bavaria simply has an outstanding pedigree with a pure, natural taste that speaks for itself. The trade response so far has been very positive.”

The fresh attack on the UK market, through advertising and social media, is aimed at making a major impact on sales across the year.

It is expected the consumer-focused campaign will led to buoyant sales.

Bavaria is represented in more than 120 countries and has maintained a strong position in the global marketplace through new products, including the creation of one of the first alcohol-free beers in 1978.

The brewing method used by Bavaria for its alcohol-free beer products is still unique in brewing circles.