Kopparberg is launching its first fruit lager.
Available to select convenience stores from April 2016, packs will initially be available for a special promotional price of £5 (normal rrp £5.99).
Best served ice-cold from the bottle and with an ABV of 5%, Kopparberg Fruit Lager will be available in a crisp Lemon & Lime flavour, and aims to extend the drinking occasion in the spring and summer months for younger millennial drinkers, by giving them a refreshing alternative to other lagers on the market.
Kopparberg, which is well-known for its fruity ciders, has created the 5% ABV premium lager to offer consumer an easy-drinking lager which is likely to appeal to lager and cider lovers and loathers alike as it offers a lighter, fruitier taste.
Kopparberg senior marketing manager Jodie Alliss, said: “Our research demonstrated that fruit is still a hit with our millennial drinkers, as our fruit ciders remain number one in the category. By launching Fruit Lager, we are extending the drinking occasion for those consumers, via an innovative product that combines subtle premium lager bitterness with Kopparberg’s expertise in fruit refreshment that fans know and love.”
Kopparberg Fruit Lager will be available to purchase in a pack of four 330ml bottles in the off-trade, and in a single 330ml bottle in the on-trade, across the UK.
Marketing support for the product launch will form part of Kopparberg’s £6m integrated marketing campaign kicking off from May, activated via outdoor, digital, PR, social media, experiential and in-store channels.