It was introduced to the British market in 2006, initially being supplied to high-quality bars and restaurants in London and elsewhere. Although not originally aimed at the "off-trade" (take-home sales), it began to be sold by Britain's largest retailer Tesco in September 2007 — 250 of its 1,988 stores stocked it. In late 2007 Brand Independence launched the beer in Italy and Mozambique. In 2008 Viru was also launched in Switzerland and Sweden. The first shipment of Viru beer arrived in Japan in September 2009. The United States received their first shipment of Viru beer in December 2009 and Canada in July 2010.