Carlsberg launches new low ABV Blackcurrant blended lager
Described as an ‘easy to drink’ 2.8% ABV lager blended with natural blackcurrants, Carlsberg Blackcurrant is rolling out to both the on and off-trade following an exclusive launch period with Asda in February.
It was developed by Carlsberg’s UK innovation team following the launch of Carlsberg Citrus in 2013. Citrus has sold more than 50,000 hectolitres in its first year, the brewer claimed.
The brand will be supported by a £3m print and digital campaign, plus targeted opportunities around both summer events and music.
Comprehensive range
Dharmesh Rana, senior brand manager for Carlsberg UK, said: “We’re working to be the best beer and beverage business in the UK by providing our customers with a range of beers and beverages that appeal to every occasion and every consumer.
Rana added: “Our insight shows consumers are looking for a range of flavours from established everyday categories and the brands within them.
“This trend, combined with the explosive growth of the easy-to-drink beer category, means new products like Blackcurrant are creating a sizeable opportunity for businesses.”
Carlsberg entered the low ABV segment last year following the launch of Heineken's 2.0% ABV Foster’s Radler last spring and Molson Coor's 2.8% ABV Carling Zest in 2012.
