Carlsberg launches first new lager in years

14 February, 2013

Carlsberg has launched a 2.8% abv lager blended with natural lime juice that will hit shelves this month.

Carlsberg Citrus is the first new lager Carlsberg has released in several years, and it will be backed up by a multimillion-pound ad campaign.

David Scott, director of marketing for Carlsberg UK, said: “We have responded to consumer trends and developed a lager which consumers really do find refreshing and appealing. 

“The lower strength beer category is growing 50% year-on-year (Nielsen MAT to 21/7/12) to so it makes perfect sense to develop a beer that will support our customers with a beer their consumers want.

“This is a significant launch. It’s not only the first major brand extension for Carlsberg in a number of years, but it will also be supported by a Citrus TV advert in May as well as extensive sampling, national print advertising and PR.”

The news follows the launch of Fosters Radler, a 2% abv cut with lemon juice that will also be on shelves in the coming weeks.

Fosters’ brand owner Heineken believes this lower alcohol lager tier it calls the “moderation category” could be worth an extra £300 million to the UK market.

Carlsberg Citrus and Fosters Radler will compete for market share with Carling Zest, which was launched last year.

Carlsberg said it commissioned HPI to survey 700 consumers and reported that 70% preferred its Carlsberg Zest to rival brands. 




Bookmark this


Site Search

COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter