Carlsberg is to launch its blackcurrant variant into the off-trade.
Following a trial in Asda in February, the 2.8% ABV variant will be available from March in 4 x 275ml and 12 x 275ml pack sizes with listings in Budgens, Londis, Rhythm & Booze, Booker, Bestways, Batleys, Parfetts, Landmark and Today’s It has also launched a 660ml sharing bottle.
The launch will be supported by a £3m marketing campaign involving print, digital and in-store sampling.
Dharmesh Rana, senior brand manager for Carlsberg UK said: “We’re working to be the best beer and beverage business in the UK by providing our customers with a range of beers and beverages that appeal to every occasion and every consumer.
“Our insight shows consumers are looking for a range of flavours from established everyday categories and the brands within them. This trend, combined with the explosive growth of the easy-to-drink beer category, means new products like Blackcurrant are creating a sizeable opportunity for retailers. We’re confident it will quickly become a core part of the Carlsberg family of brands.”