Carlsberg unveils low-alcohol citrus lager

Carlsberg Citrus: will be backed by a TV campaign in May
Carlsberg Citrus: will be backed by a TV campaign in May

Carlsberg UK is to launch Carlsberg Citrus, a 2.8% ABV, flavoured lager, backed by a multimillion-pound marketing campaign.

Carlsberg said the move marks the first brand extension for Carlsberg, "in a number of years". This is not the first time the lager brand has been brewed with citrus flavours; in 2006 it launched Carlsberg Edge, a lemon and lime 4.6% ABV lager, but this was pulled some years ago.

The new brand extension, which is "blended with natural Persian and Key limes", will be available in the on- and off-trade. The beer has been developed by Carlsberg UK’s innovation team and through independent consumer taste tests. According to Carlsberg, 70% of consumers polled preferred the beer to competitor brands.
 
David Scott, director of marketing for Carlsberg UK, described the variant as a "significant launch" and pointed to the fact that the lower strength beer category was growing 50% year on year.

He said: "We have responded to consumer trends and developed a lager which consumers really do find refreshing and appealing."

It will be backed by TV and print ads in May, as well as a sampling and PR campaign.

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners

A day in the life of Jozef Wallis

A day in the life of Jozef Wallis

A day in the life of Arthur Kay

A day in the life of Arthur Kay

A day in the life of Daniel Kaplansky

A day in the life of Daniel Kaplansky

Have an Exciting Christmas in EC1

Have an Exciting Christmas in EC1

Part Two: EC1 & YouTube, Q&A with Kate Tovey & Jonathan Conway

Part Two: EC1 & YouTube, Q&A with Kate Tovey & Jonathan Conway

EC1's socially conscious heroes

EC1's socially conscious heroes