Carlsberg is adding to the UK’s new lower-alcohol fruit-flavoured beer category with the launch of a citrus-flavoured lager with an ABV of 2.8 per cent.
Carlsberg Citrus is blended with natural Persian and Key limes to create a “refreshingly smooth” lager. Available in bottles in the on- and off-trade, it will be supported with a multimillion-pound marketing campaign.
It follows last week’s announcement by Heineken that it is to introduce Foster’s Radler, blended with natural lemon juice and an ABV of two per cent, in March.
The beer has been developed by Carlsberg UK’s innovation team. In independent consumer taste tests run by research company HPI, 70 per cent 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 which consumers really do find refreshing and appealing.
“The lower-strength beer category is growing 50 per cent 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.”
