Kopparberg puts the squeeze on lager

Kopparberg Fruit Lager

Swedish cider manufacturer Kopparberg is taking its fruit expertise into the beer category with the launch of new Lemon & Lime-flavoured Kopparberg Fruit Lager.

Jodie Alliss, Senior Marketing Manager at Kopparberg, said: “Our research demonstrated that fruit is still a hit with our millennial drinkers, as our fruit ciders remain number one in the category. By launching Fruit Lager, we are extending the drinking occasion for those consumers, via an innovative product that combines subtle premium lager bitterness with Kopparberg’s expertise in fruit refreshment that fans know and love.”

Marketing support for the product launch will form part of Kopparberg’s £6m integrated marketing campaign kicking off from May, activated via outdoor, digital, PR, social media, experiential and in-store channels.

Kopparberg Fruit Lager (abv 5%) will hit the shelves from mid-April in packs of four 330ml bottles.