Sunrise Beverages Launches Premium Lager Efes Pilsener in Tesco

Fast-growing independent drinks group Sunrise Beverages has announced the launch of Efes Pilsener into Tesco stores nationwide from April 2026, marking the brand's mainstream UK retail debut and a significant step in Sunrise's mission to redefine premium beer for British shoppers.

This far-reaching listing with Tesco marks the first time Efes – one of the world's most-awarded Mediterranean lagers, brewed since 1969 and sold in more than 50 countries worldwide – will be available to British shoppers on a national scale.

The rollout will span over 690 Tesco stores nationwide, with Efes Pilsener available in a 660ml bottle, a 4x440ml can multipack, and a 10x330ml can multipack. The range is positioned at the premium end of the world lager segment, sitting alongside and above the Mediterranean category's fastest-growing brands.

A Genuine Mediterranean Original – at the Right Moment

Efes Pilsener arrives in UK retail at a time of clear market momentum. Premium world lager has continued its growth trend, even as the overall market remains under pressure. Mediterranean-style lagers are at the forefront of this shift, supported by broader cultural trends across food, travel and lifestyle.

Efes brings with it over 55 years of brewing heritage. First produced in Türkiye in 1969, it has won more than 85 International Quality Awards, inspiring academic study from VLB Berlin, one of the world's foremost brewing institutions.

Driven by strong distribution in UK Mediterranean-led restaurants and Türkiye’s position as one of the top holiday destinations for British consumers globally (over 4 million visitors annually), Efes has built solid brand recognition, now approaching 30% in the UK. Among those who have tried the brand, 97% rate it equal to, or better than, other premium world lagers. However, until now, availability has been the key barrier to further growth, but the Tesco listing will directly unlock this opportunity.

“Efes is an iconic beer from the birthplace of brewing, which is finally being given the distribution it deserves in the UK. Efes has been building genuine momentum on draught across the on-trade for over a year, and we know from the data that consumers love it wherever they find it. This listing with Tesco gives us the platform to bring that experience to millions of British drinkers for the first time,” comments Richard Mather, Chief Executive Officer, Sunrise Beverages.

Built for the UK Market, Backed by Sunrise's Commercial Firepower

Sunrise Beverages has held the UK licence for Efes since January 2025. It has invested in developing commercial and supply chain infrastructure for scale. The group now has national on-trade distribution capability for Efes and has achieved strong double-digit growth. New group listings (including Comptoir Libanais, Portobello Pubco and Brother Marcus), alongside more than 60,000 consumers directly engaged through brand events in 2025, demonstrate the brand's growing momentum beyond its traditional base.

The Tesco launch will be supported by a significant, fully committed media and activation programme designed to drive awareness, trial and rate of sale at scale. This is complemented by the introduction of a new suite of premium point-of-sale assets in the on-trade, ensuring a consistent and elevated brand experience across both retail and hospitality environments.

Sunrise's broader portfolio, which includes Curious Brewery, Gipsy Hill, Orion, Portobello and St. Peter's Brewery alongside Efes, provides a complementary range of authentic premium beers covering different market segments.

“The premium lager shopper is increasingly sophisticated; they want authentic brands with a real story, made to an uncompromising standard. Efes is exactly that: a beer with a 55-year heritage, a distinctive Mediterranean brewing process and a taste that genuinely stands out. We are proud to bring it to Tesco's shelves and to give British shoppers access to what we believe is the finest Mediterranean lager in the world,” concludes Cigdem Kurtulus, Chief Commercial Officer at Sunrise Beverages.

Efes Pilsener will be available in Tesco from April 2026.