E-Malt.com News article: Finland: Hartwall and leading grocery retailer launch 3.5% Sininen lager

Hartwall and S Group, the leading grocery retailer in Finland, are increasing the beer assortment on the market by launching a milder alternative, a lager with 3.5% alcohol by volume, Harwall announced on June, 11.

The result of a collaborative development project, the Sininen 3.5% lager will be launched in mid-June. This fresh, slightly milder beer is a great alternative for the summer season and increases the number of options available. With this consumer-oriented new product, Hartwall also wishes to endorse responsible alcohol consumption.

“Our goal is to offer more choices for our customers in the beer aisle, too. We believe that a market exists for the lighter alternative offered by Sininen 3.5%, and now we get a chance to test this in practice. The cooperation with Hartwall went smoothly and we get to introduce the product conveniently in time for the summer season,” states Ilkka Alarotu, Director, Assortments and Pricing from the S Group.

“As a brewery with a varied portfolio, our aim is to offer several alternatives, strengths and package sizes for various uses. The beer market continues to become more and more fragmented, with customers looking for different types of products. The milder alternatives, as well as non-alcoholic beers, also make up a part of our company’s responsibility activities,” says Marko Airamaa, Hartwall’s Sales Director.

Sininen is an authentic Finnish lager that was first introduced in 1935. Sininen 3.5% is available in 24-can multipacks. During the summer season, the product is available at Prisma supermarkets and larger S-market shops.


15 June, 2012