Kopparberg brings fruit expertise to the beer category: New Fruit Lager in Lemon & Lime, available from late February 2016

Swedish cider brand Kopparberg is “offering consumers a unique and refreshing taste experience” this spring, with the launch of new Kopparberg Fruit Lager.

Hitting the shelves from late February 2016, the new product will be an  addition to the brand’s current range, and takes Kopparberg’s “fruit expertise” into the beer category, the company claims.

Best served ice-cold from the bottle and with an ABV of 5%, Kopparberg Fruit Lager will be available in a crisp Lemon & Lime flavour, and aims to extend the drinking occasion in the spring and summer months for younger millennial drinkers, by giving them a refreshing alternative to other lagers on the market.

Jodie Alliss, senior marketing manager at Kopparberg 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 will be available to purchase in a pack of four 330ml bottles in the Off Trade, and in a single 330ml bottle in the On Trade across the UK.

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.

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