Holsten launches hybrid fruit-flavoured lager in UK

Holsten UK is to launch the nation’s first “alcopop lager” when it unveils a fruit flavoured beer – likely to be called Holsten Fusion – in May.

Marketing director Andy Edge says incumbent agency TBWA/London will produce a multi-million pound campaign to promote the product, which will come in a range of fruit flavours.

Sources say flavours will include Apple, Citrus and Kurrant. The drinks will cost £4.50 for a fourbottle pack.

Edge says the drink will be tried out on consumers in supermarkets and pubs before the advertising campaign is fully launched.

Holsten identified a gap in the market after consumer research revealed a demand for alcoholic drinks that are refreshing and sweeter than ordinary beer.

Edge says: “The new brand will target 18- to 27-year-olds and is a first in the UK. It will be easy to drink but not as sweet as most flavoured alcoholic beverages (FABs). It will contain five per cent alcohol by volume, in line with other FABs.”

Last year, take-home premium packaged lager sales in Great Britain increased by seven per cent over 2000, to £1bn, out of a total of £1.8bn for all take-home lagers. In the same period, the FAB market grew by 33 per cent to £282m (ACNielsen).

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