Heineken Launches New Beer Cut With Natural Lemon Juice

07 Feb 2013 --- Heineken, the UK’s leading cider and beer business, has announced the launch of Foster’s Radler, an exciting, new 2% ABV Foster’s lager cut with natural lemon juice.

Foster’s Radler combines the famous refreshment values of Foster’s lager with the natural refreshment of lemons, creating an easy-drinking lager ideal for occasions where consumers want something lighter.

The latest production from the Heineken innovation pipeline, Foster’s Radler is being launched as part of a plan to harness the power of the Foster’s equity in 2013 to reinvigorate the lager category – and lead the development of a new mid-strength moderation category which Heineken believes could represent a £300m category growth opportunity.

Radler –style beers already enjoy significant success in several European countries and Foster’s Radler will bring the drink concept to UK drinkers from early March 2013, meeting a growing consumer need for a lighter, more refreshing  beer sought on moderate drinking occasions.

Taking its name from the German word for “cyclist”, Radler is a beer-based drink proposition dating back to the 1920’s when cyclists would drink the mixed beer in the mountains when stopping for a rest. Fuelled by this authenticity and heritage, Radler has grown across Europe, where national mainstream lager brands have introduced variants in Belgium, Poland, Hungary, Austria and Croatia. Radler style beers have attracted 30% more new drinkers to the lager category across Europe.

Foster’s Radler’s stylish label and clear glass 300ml bottle communicate the product and proposition by highlighting the refreshment cues and premium nature of the brand. Available in 4-, 6- 12 and 15 -packs,  new Foster’s Radler will be ranged alongside mainstream premium lager, next to Foster’s Gold. Prominent in-store, display, including gondola ends for 4- and 6-packs will drive stand out and encourage product trial.

Gayle Harrison, brand director- Foster’s at Heineken UK, said: “Foster’s Radler is a refreshingly different cloudy lemon beer with a taste that shoppers and consumers will seek out and love. It offers retailers a top quality product from a brand that consumers know and trust.

“Our research showed that ‘moderation options’ are missing the opportunity to satisfy the demands of a growing number of drinkers who are currently unable to find a beer product with a lower alcohol content that delivers maximum taste and refreshment.

“Radler -style products brought new consumers to the mainstream lager sector in Continental Europe and contributed to growth of the lager category as a whole:  we are confident we can repeat this success with Foster’s Radler in the UK. An extensive marketing launch programme will drive shopper trial and awareness and we urge retailers to capitalise on this new and exciting opportunity to unlock genuine category growth.”

Foster’s Radler will be supported from April with a multi-million pound through-the-line  campaign, encompassing print and outdoor advertising, in-store sampling, retail couponing and digital marketing and PR, to drive trial and awareness.