Kopparberg cider makers to add fruit lager to range

Kopparberg Fruit Lager

The makers of Kopparberg ciders have unveiled their latest product under the Swedish brand – and it is a lager flavoured with lemon and lime.

Due to launch in the on-trade and off-trade in late February, Kopparberg Fruit Lager is the first non-cider in the UK for the Kopparberg brand which is the biggest-selling packaged cider in the UK on-trade.

The new product is made from lager specially brewed at the Kopparberg brewery in Sweden – where it also makes its ciders – and then mixed with natural lemon and lime juices for a crisp and refreshing flavour.

With an ABV of 5%, it is higher in ABV than the lager and lemonade “Radlers” available in the market and lighter than standard fruit beers produced by other continental European brewers.

It will be available in 330ml bottles, recommended for serving chilled in the bottle straight from the fridge. It will be supported by a £6m marketing campaign from May onwards, including outdoor, digital and social media as well as experiential activities at summer festivals, all geared towards driving trial and awareness.

The UK is the first market for Kopparberg Fruit Lager but the company is already a leading producer of beer in Sweden, including Fagerhult and Höga Kusten which it launched in the UK last year but not under the Kopparberg brand.

Jodie Alliss, senior marketing manager at Kopparberg, 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.”

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