Swedish cider producer launches a fruit lager

Swedish cider producer Kopparberg is taking its fruit expertise into the beer category with the launch of Kopparberg Fruit Lager.

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 has created the premium fruit lager to offer consumers a unique drinking proposition. The serve delivers a refreshing balance of flavour, which marries Kopparberg’s signature fruit taste with a subtle, premium lager bitterness.

Jodie Alliss, senior marketing manager at Kopparberg comments: “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.

4 March 2016 - Felicity Murray The Drinks Report, editor