UK: Carlsberg launching blackcurrant lager

Carlsberg is following up last year’s launch of 2.8% ABV Citrus with a low ABV Blackcurrant variant, Morning Advertiser reported on February 24.

Described as an ‘easy to drink’ 2.8% ABV lager blended with natural blackcurrants, Carlsberg Blackcurrant is rolling out to both the on and off-trade following an exclusive launch period with Asda in February.

It was developed by Carlsberg’s UK innovation team following the launch of Carlsberg Citrus in 2013. Citrus has sold more than 50,000 hectolitres in its first year, the brewer claimed.

Dharmesh Rana, senior brand manager for Carlsberg UK, said: “Our insight shows consumers are looking for a range of flavours from established everyday categories and the brands within them.

“This trend, combined with the explosive growth of the easy-to-drink beer category, means new products like Blackcurrant are creating a sizeable opportunity for businesses.”

Carlsberg entered the low ABV segment last year following the launch of Heineken's 2.0% ABV Foster’s Radler last spring and Molson Coor's 2.8% ABV Carling Zest in 2012.

26 February, 2014