Beck's gets lemon aid from new extension

InBev UK is testing a citrus-flavoured, half-strength version of Beck's lager in a handful of independent on-trade outlets in Glasgow.

Beck's Green Lemon follows hot on the heels of the introduction of Beck's Vier, the 4% abv version of the lager brought in as a stepping stone between mainstream and premium brands.

The new 2.5% abv lager is on sale in Tesco supermarkets as well as in a small number of pubs.

The drink is packaged in conventional Beck's-style bottles with a fluorescent green label.

A spokesman said: "If consumer demand grows, we would investigate the opportunity of introducing it on a permanent basis."​

UK distribution of Beck's was taken in-house by InBev UK from S&NUK last year and was quickly earmarked for increased support.

Apart from developing new extensions of the brand, the

beer is currently receiving its first TV advertising in the UK for seven years.

Beck's Green Lemon's test launch comes just weeks after S&NUK rolled out another

citrus beer line extension - Foster's Twist.

It also follows other half-strength beer launches, including Diageo's test for Guinness Half-Strength in Ireland and Coors Brewers UK's introduction of C2, a draught lager at 2% abv.

Beck's Green Lemon was launched in the brand's German homeland in 2005, along with Beck's Gold, which was rebranded as Vier for the UK market.