Kopparberg has launched a new fruit lager. The new premium 5% ABV Fruit Lager, with a Lemon &Lime flavour, “delivers a refreshing balance of flavour, which marries Kopparberg’s signature fruit taste with a subtle, premium lager bitterness,” says the company. Jodie Alliss, Senior Marketing Manager at Kopparberg also comments, “Our research demonstrated that fruit is still a hit with our millennial drinkers, as our fruit ciders remain number one in the category. By launching Fruit Lager, we are extending the drinking occasion for those consumers, via an innovative product that combines subtle premium lager bitterness with Kopparberg’s expertise in fruit refreshment that fans know and love.”
Kopparberg Fruit Lager http://www.kopparberg.co.uk will be available in a single 330ml bottle in the On Trade across the UK from the Spring. Marketing support for the product launch will form part of Kopparberg’s £6m integrated marketing campaign kicking off from May, activated via outdoor, digital, PR, social media, experiential and in-store channels.