Viru beer is sold in distinctive tall bottles in the shape of an hexagonal pyramid. Current bottle design was updated by an Estonian design agency The Brand Manual and has been registered internationally by Baltic Beer Company Ltd; it is intended to resemble the medieval-era turrets found in Estonia. The name of the beer was changed when it was launched in Britain. In Estonia it was known as "A. Le Coq Premium Extra" until it was discontinued by the brewery in 2006/2007. A new design label was introduced in 2007.