Fruit cider firm launches lager

    The firm behind Swedish fruit cider brand Kopparberg has bolstered its beer portfolio with the launch of its first fruit lager.
    Kopparberg’s new Lemon & Lime Fruit Lager is due to be launched in the off-trade in April.

    Kopparberg fruit lager landscape
    The firm said the new 5% ABV fruit lager, which is in 330ml bottles, will be available to the on-trade in spring.
    Kopparberg’s fruit lager comes after the firm launched two of its Swedish beers in the UK last year: Höga Kusten – a 5.3% ABV beer which is a blend of ale and lager; and Fagerhult – a 4.8% ABV Swedish Pilsner.
    Rob Salvesen, customer marketing manager at Kopparberg, described the new product as a “refreshing alternative” to lager which is pitched at “younger millennial drinkers”.
    “This is absolutely 100% a lager-based product,” he told SLTN.
    “The lager is brewed in the same way a lager is fermented.
    “We get all our lemon and lime juice from 100% natural sources and the lager is specially brewed to complement that.”
    Kopparberg Lemon & Lime Fruit Lager will be marketed as part of a wider campaign which kicks off in May and will include outdoor ads and social media activity.
    Jodie Alliss, senior marketing manager at Kopparberg, said: “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.”