Kopparberg fruit lager: “more refreshing than lager, not as sweet as fruit cider”

Kopparberg hopes to win over drinkers that find lager too bitter and fruit cider too sweet with its new lemon and limed flavoured fruit lager.

The Swedish cider producer claims it is filling a gap in the market between low-abv fruit offerings from the likes of Carling, Carlsberg and Fosters and the higher-abv continental craft fruit lagers like Frulli.

Kopparberg fruit lager comes with an abv of 5%, making it almost twice as strong as drinks like Fosters Rader and Carling Zest.

The new drink will be hitting stores in late February and the team has already secured listings at Tesco and Asda and across the pub trade.

Jodie Alliss, senior marketing manager at Kopparberg, said: “Growth in beer and cider is starting to slow in the on and off-trade and we want to drive some exciting into the market.

“Some drinkers say wine is too alcoholic, beer is too heavy, spirits are for getting drunk in bars and fruit cider tends to be a starter drink.

“Kopparberg fruit lager is a really refreshing fruit lager. We chose lemon and lime to differ from our cider portfolio and make it accessible to a lot of drinkers.

“It’s not as sweet as our fruit ciders but it’s not as bitter as lager. It’s under the Kopparberg brand so it’s a premium offering.

“It’s made like a traditional lager – fermented and matured in the traditional way – and then real fruit juice is added to the lager.

“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 the 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.

“There is a real opportunity for incremental growth. There are some outright fruit cider rejecters as they feel it is too sweet and this might appeal to them and extend the occasion out of fruit cider, given people something to drink later in the night.”

Kopparberg fruit lager will be available in 4x33cl packs retailing at £5.99.

It will be available in Asda, Tesco and selected convenience stores from April. Packs will initially be available for a special promotional price of £5.

Kopparberg fruit lager will be backed by a £6 million marketing campaign that begins in May, featuring outdoor and digital advertising.

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