Fruit lager heads for on-trade

Swedish cider maker Kopparberg is looking to mix things up in the UK beer market with the launch of its first fruit lager.
Kopparberg Fruit Lager Lemon & Lime is a 5% ABV beer targeted at young adult drinkers. The beer is being positioned as a “refreshing alternative” to standard lagers.

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Rob Salvesen, customer marketing manager at Kopparberg, said the new product is “absolutely 100% a lager-based product”.
“The lager is brewed in the same way a lager is fermented,” said Salvesen.
“We get all our lemon and lime juice from 100% natural sources and the lager is specially brewed to complement that.”
Kopparberg’s fruit lager follows the launch of two of its Swedish beers – Hoga Kusten and Fagerhult – in the UK last year.

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