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Carlsberg launches new citrus beer

Carlsberg launches new citrus beer

Carlsberg has announced the launch of a citrus beer which is available to retailers now.

The 2.8 per cent abv lager, named Carlsberg Citrus, is blended with limes and the company states that it has been developed to offer customers a refreshing taste. The Danish firm will be pushing the product through a series of TV adverts that will be aired from May. It is just one of the marketing campaigns that it will be undertaking, with a sampling and printing advertising programme also due to take place around the same time.

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."

Carlsberg is following in the footsteps of the likes of Foster's and Carling which have launched citrus beers in the past. The Australian brewer unveiled the Foster's Twist which was packaged as a refreshing alternative to other beers within the premium bracket. The lager was 4.5 per cent abv but has since been withdrawn from the market. Carling also introduced the Carling Zest for the summer which provides a citrus taste at the more modest 2.8 per cent abv.

Heineken became the latest brewer to jump on the low volume, citrus beer bandwagon with the launch of the Foster's Radler lager in the UK. The two per cent abv is made with natural lemon juice and has been launched to help boost the power of the Foster's brand in 2013, reinvigorating the lager market.

The company stated that the beverage will go on sale in the UK from early March 2013 and will be available to purchase in packs of four, six, 12 and 15 of 300ml bottles from a host of retailers across the nation.


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