Swedish cider maker Kopparberg will offer consumers “a unique and refreshing taste experience” when it launches its new lemon and lime-flavoured fruit lager.
Available from mid-April, Kopparberg Fruit Lager will be an exciting addition to the brand’s current range and takes Kopparberg’s fruit expertise into the beer category, the company said. With an ABV of 5%, the drink will aim 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, the pioneer in premium fruit refreshment, has created the premium 5% ABV Fruit Lager to offer consumers a unique drinking proposition. The serve delivers a refreshing balance of flavour, it said, which marries Kopparberg’s signature fruit taste with a subtle and premium lager bitterness.
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 channel across the UK.
Marketing support for the product launch will form part of Kopparberg’s £6m integrated marketing campaign beginning in May, activated via outdoor, digital, PR, social media, experiential and in-store channels.
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