Budvar's dark lager, Budvar Dark, has seen UK sales double in the past year.
The Czech brewer's dark beer, which was introduced in the UK in 2006, saw draught sales grow by 24% year on year.
It is stocked by the likes of the Draft House group, Capital Pubs and the Derby Brewing Company.
The biggest outlet for bottled Budvar Dark is JD Wetherspoon.
The uplift in sales follows Budvar UK's decision to introduce a ‘table talker" with the message "Don't be afraid of the dark" to educate customers about the product.
Budvar UK's marketing controller, Ian Moss, said the table talker had helped drinkers overcome their preconceptions about a dark lager, even when they were familiar with its stable-mate, golden Budvar Original.
"Either they thought that if a lager was not golden it was unnatural in some way or it was related in some way to stout or strong ale," Moss said. "We decided that the way to overcome these reservations was not by doing something smart-arse but by producing something essentially simple that would address the fears expressed head-on in a straightforward approach."
By Neil Gerrard
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