Carlsberg UK has extended its products in the premium lager market with the launch of Carlsberg Edge.
Carlsberg said it had spent two years refining the new beer, which is naturally brewed using traditional ingredients with natural citrus flavour and has a 4.6% ABV.
According to Carlsberg’s research, 96% of consumers would consider purchasing Carlsberg Edge. It is available in the on and off trade and is targeted predominantly at male and female drinkers aged 18-30.
Darran Britton, marketing director for Carlsberg UK, said: “Carlsberg Edge gives the consumers the drink-ability of a flavoured alcoholic beverage but with the credibility and provenance of a beer.”
Carlsberg Edge is available in a 275ml bottle in both 24-pack (on trade) and 4-pack (take home)
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