Bofferding takes London

Since May 2026, the Luxembourg beer brand Bofferding has been officially available in the UK. Mathias Lentz, director of Brasserie Nationale, confirmed that deliveries had begun, noting that the project is at an early stage. Rather than an immediate nationwide rollout, the producer has opted for a targeted approach, focusing exclusively on London. According to the management, the priority is to build the brand’s image effectively in a single local market, rather than reaching as many British cities as possible from day one.

It is worth noting that, for its launch in the United Kingdom, Bofferding has opted for aluminium cans rather than the traditional draught beer in kegs. This move is aimed at creating a more modern image and positioning the product within the ‘craft’ segment — a category of craft beer traditionally associated with small, independent breweries. In this way, the company is deliberately distancing itself from the image of a large industrial brewery. At the same time, the can format is merely the first stage of integration. Plans are in place to launch draught beer and classic products in glass bottles in the future.

At present, the main focus is on the catering sector, whilst negotiations are also underway with distributors and retailers. The choice of the UK is no coincidence: Mathias Lentz has described the local market as one of the most demanding in Europe. British consumers are well acquainted with international brands, but are willing to try new products if they offer a clear concept and genuine differentiation from competitors. In this regard, the brewery is not setting itself short-term sales targets at any cost. The company is taking a long-term approach to testing demand and distribution channels: if the product launch in London’s pubs proves successful, Brasserie Nationale plans to gradually expand its logistics operations to other regions of the country.