German brewer Krombacher is kicking off a year of celebrations and activity with the launch of its Radler brand.
Imported by Morgenrot, Krombacher Radler is the number one best-selling Radler in Germany with three times more market share than its nearest rival, according to the brand.
Produced in Krombach since 2002, it is made from 50% original Krombacher Pils and 50% of a bespoke-made lemonade developed and produced specifically at the brewery. Offering zesty refreshment with the backbone of a Pils, the Radler has an ABV of 2.5% and is available in a 33cl bottle.
The brewer has also announced that it will be running a series of events in 2016 to celebrate the 500th anniversary of the famous German purity laws – the Reinheitsgebot.
Krombacher UK sales & marketing director Stephan Kofler said: “Krombacher has seen tremendous double-digit growth over the last three years so it is important that we keep the momentum going and we believe our Radler brand can help us do just that. It demolishes its rivals in the home-market and with the Olympics and the German purity law anniversary plus a growing trend for low alcohol beers, I think it’s the perfect time for it to be introduced.
“2016 will be a huge year for German beer and we aim to be at the forefront of the German awareness and sales push. We are already confirmed as headline beer sponsor of the acclaimed Dubtoberfest festival in July and we will also be running events in outlets up and down country to help consumers get involved with the 500th anniversary celebrations.”