LAGER is following the trend set by cider and introducing a range of fruity varieties aimed at summer drinkers.
However, the new fruity beers have a significant difference – a low-ABV level. The beer firms reckon there’s a new group of beer drinkers, a market segment that some call “moderation”. Sales to beer fans who want to take it easy are currently worth £45m according to IRI, and growing at 62.4% year-on-year, says beer giant Heineken.
Martin Porter, managing director off-trade at Heineken UK, said: “We believe the moderation segment could represent as much as 5% of total cider and beer volumes in the UK within 10 years.”
Heineken has added two new varieties to its Foster’s Radler portfolio. The company says that, since its debut last spring, the Cloudy Lemon variety (2% ABV) has sold 17m bottles. Now there is a Lime & Ginger flavour, and a 0.0% ABV version of the original Foster’s Radler. Radlers is now also available in 440ml cans.
Carlsberg UK’s recently released Carlsberg Blackcurrant (2.8% ABV), follows last year’s launch of Carlsberg Citrus. Listings include Londis, R&B Stores, Booker, Bestways, Batleys, Parfetts, Landmark and Todays.
There will be a £3m summer ad campaign to back the launch.
Tennent Caledonian’s new fruit variety, Lemon T (2.8% ABV) is being marketed as a: “light lager with a refreshing lemon taste”, in an ad campaign starting in May. Paul Condron, marketing director of Tennent Caledonian Breweries said: “Research has shown us that almost two thirds of drinkers are open to low-alcohol options. We wanted to take advantage of that opportunity.”