Carlsberg Citrus, a 2.8% ABV lager blended with natural Persian and Key limes, is a smooth lager and will be available in the on- and off-trade.
The beer has been developed by Carlsberg UK’s innovation team and through independent consumer taste tests, 70% of consumers preferred the beer to competitor brands.
David Scott, director of marketing for Carlsberg UK, said: “We have responded to consumer trends and developed a lager that consumers really do find refreshing and appealing. The lower strength beer category is growing 50% year on year, so it makes perfect sense to develop a beer that will support our customers with a beer their consumers want.
“This is a significant launch. It’s not only the first major brand extension for Carlsberg in a number of years, but it will also be supported by a Citrus TV advert in May as well as extensive sampling, national print advertising and PR.”
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