Krombacher launches Radler in UK ahead of 2016 activities

Krombacher Radler

Germany’s Krombacher Brewery has released its zesty lower-alcohol Radler beer into the UK on-trade at the start of a year of planned activities.

Launched in Germany in 2002, Krombacher Radler is made from 50% original Krombacher Pils and 50% of a bespoke lemonade developed and produced specifically for the drink at the brewery.

It has become Germany’s number-one selling Radler – a style named after the German for “cyclist” as it was originally a refreshing alternative to a normal beer for people out on their bikes. Krombacher Radler has ABV of 2.5% and is available in a 33cl bottle.

The launch follows growth in the UK over the last three years for Krombacher which is imported by Morgenrot. They plan to build on this through a series of events in 2016 to celebrate the 500th anniversary of the German rules on the purity of beer ingredients – the Reinheitsgebot.

Stephan Kofler, Krombacher UK sales and marketing director, said: “Krombacher has seen tremendous double-digit growth over the last three years so it is important that we keep the momentum going and we believe our Radler brand can help us do just that.

“It demolishes its rivals in the home market and with the Olympics and the German purity law anniversary plus a growing trend for low-alcohol beers, I think it’s the perfect time for it to be introduced.

“2016 will be a huge year for German beer and we aim to be at the forefront of the German awareness and sales push.

“We are already confirmed as headline beer sponsor of the acclaimed Dubtoberfest festival in July and we will also be running events in outlets up and down country to help consumers get involved with the 500th anniversary celebrations.”

Dubtoberfest is a Bavarian-themed festival celebrating the Volkswagen, held at Throckmorton Airfield in Worcestershire from July 29 to 31.

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