Turbo Shandy, a new drink which aims to bridge the gap between lagers and RTDs, has been launched.
The drink is brewed in the Lake District and includes a specially developed less bitter lager, Lakeland lemonade and triple distilled vodka.
The new four per cent ABV drink comes in 330 and 275ml bottles. Its launch is being backed by advertising including point-of-sale (PoS) material, sampling teams, promotional vehicles and events such as club nights.
Turbo Shandy was trialled among clubbers in Ibiza this summer and has secured a listing with Space nightclub in Leeds.
It is the first drink from Turbo Drinks, which has been set up by Nigel Tarn who helped launch Crabbies Alcoholic Ginger Beer for Halewood International.
Tarn said: "Turbo has launched to rave reviews giving the late night entertainment industry a much needed boost, and whilst it is a new brand to bridge the gap in the fridge between lagers and RTD's, it is a product that has almost always existed.
"On-trade consumers are very discerning and are looking for a new drink as shown by the fall in sales of traditional RTD products and the growth in alternative drinks. Turbo Shandy offers a real alternative which can sit either in a bottled lager fridge or an RTD fridge.
"This allows outlets to replace underperforming bottled beers with a drink that sells just as well as an RTD maximizing much needed profit margins."