Swedish cider maker Kopparberg has launched a summer marketing campaign for its beer brand, Kopparberg Fruit Lager.
The fruit-flavoured beer is being promoted through advertising in the press and across social media, digital and outdoor sites as well as through a number of Kopparberg events to be held this summer.
The activity will also see Kopparberg Fruit Lager taken on tour as part of a collaboration between the Swedish firm and Sofar Sounds –an organisation which hosts and promotes live music events across the globe.
The beer brand will also feature at Kopparberg’s annual Urban Forest pop-up music festival in London, now in its third year, before the event goes on tour to a number of music festivals across the UK.
The fruit lager campaign forms part of a wider multi-million pound summer campaign for the Kopparberg brand which is also set to include a new TV ad this summer.
Jodie Alliss, senior marketing manager at Kopparberg, said the firm is “thrilled to be supporting” fruit lager through the summer campaign.
“Kopparberg Fruit Lager is undoubtedly one of the biggest product launches in the history of our brand,” said Alliss.
“Whether it’s through our fan favourite, the Kopparberg Urban Forest, or our unique music partnership with Sofar Sounds, we look forward to showcasing Fruit Lager to new and existing Kopparberg fans across the summer.”
Kopparberg Fruit Lager was rolled out in the UK on and off-trades in March this year.
The 5% ABV beer is said to be brewed using the same methods as standard lagers, with the fruit flavour derived from lemon and lime juice.