HEINEKEN is aiming to capitalise on anticipated growth in the mid-strength category with the launch of a new 2% ABV beer.
Foster’s Radler, which comes to the UK market in March, is a blend of Foster’s lager cut with natural lemon juice and is designed to appeal to consumers at moderate drinking occasions.
Similar beers are already enjoyed in several European countries and Heineken is hoping its new drink concept will flourish in the UK. It estimates the category has growth potential in the region of £300 million.
“An extensive marketing launch programme will drive consumer trial and awareness and we urge licensees to capitalise on this new and exciting opportunity to unlock genuine category growth,” said brand director Gayle Harrison.
The move comes soon after Heineken revealed plans to lower the ABV content of John Smith’s Extra Smooth from 3.8% to 3.6% on all draught and canned products.
The brewer said lowering the drink’s alcoholic strength would bring it into line with competitor smooth ales and allow the company to pass on the subsequent duty savings to trade customers.
Image – Radler will debut in March.
