UK: Carlsberg launches lime juice lager

Carlsberg has launched a 2.8% abv lager blended with natural lime juice that will hit shelves this month, Off Licence News reported on February, 14.

Carlsberg Citrus is the first new lager Carlsberg has released in several years, and it will be backed up by a multimillion-pound ad campaign.

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% year-on-year (Nielsen MAT to 21/7/12) to 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.”

The news follows the launch of Fosters Radler, a 2% abv cut with lemon juice that will also be on shelves in the coming weeks.

Fosters’ brand owner Heineken believes this lower alcohol lager tier it calls the “moderation category” could be worth an extra £300 million to the UK market.

Carlsberg Citrus and Fosters Radler will compete for market share with Carling Zest, which was launched last year.

Carlsberg said it commissioned HPI to survey 700 consumers and reported that 70% preferred its Carlsberg Zest to rival brands.

15 February, 2013