Bavaria Radler Lemon and Bavaria Radler Grapefruit are 2% ABV mixes of Bavaria lager & sparkling lemonade, or Bavaria, lemonade & a twist of grapefruit.
“Bavaria has a long history of mixing fruit drinks with its beers and these new Radler drinks have been designed to appeal to the British palate, which has long appreciated lager with a dash of lemonade or fruit cordials; the classic lager and lime is a prime example,” said Bavaria UK MD, Mike Teague.
“We feel these new additions are the perfect choice for drinkers seeking refreshment on a hot summer’s day or any time they fancy a refreshing lager with a twist. The weather is just right for these low-alcohol beers and the fresh taste of lemon or grapefruit adds that little something extra we believe UK consumers will find attractive.”
Radler beers (defined as a mix of lemon juice and beer) are named after the German word for cyclist. They were said to have been invented in 1920s Germany when cycling was booming. The mix of beer and lemon or citrus juice was refreshing after a long ride but low enough in alcohol so as not to impair the ride home.
They have already enjoyed great success in Europe, where the category comprises 5.8% of the total beer sector in Austria, 3.9% in Hungary and 9.1% in Croatia.
UK brewers see potential
Heineken launched Foster’s Radler, a 2% ABV mix of Foster’s and cloudy lemon juice into the UK in February of this year.
Molson Coors has also got in on the act with the launch of Carling Fruit Coolers in June. Available in lemon or grapefruit flavours the 2% ABV beers were launched exclusively into Asda and the company said it had no plans for a roll out in the on-trade.
Carlsberg also launched a lower ABV lager with a citrus twist back in February, Carlsberg Citrus, although this has not been branded as a radler-style beer.
“As a brewer, we have an obligation to develop new drinks that reflect the changing tastes of the consumer,” said Bavaria’s Teague.