Brazil: Heineken’s Kaiser Radler rapidly growing in popularity

Heineken Brasil reports that volume sales of Kaiser Radler, a beer mix with lime juice launched in the market in October 2013, has already taken 0.4% of total sales of the Kaiser brand, A Tarde On Line communicated on March 27.

Kaiser’s share in key markets reached 11.9% as of February with Kaiser Radler accounting for 0.4% of this volume. Radler’s market share increased by 123% from January till February this year, the company said.

Heineken considers it possible that Kaiser Radler may take 10% of the total volume of Kaiser brand by the end of this year, as it has already done in the other markets it is sold. Of every three Heineken’s Radlers sold in the world, one is sold in Brazil, the company said.

28 March, 2014