Carlsberg going for its slice of the lower ABV beer market
Carlsberg Citrus is the first new beer under the brand for a “number of years” confirmed the brewer.
It is a blend of lager and Persian and Key limes and was developed by the brewer’s innovation team to be a “refreshingly smooth lager,” it said.
“We have responded to consumer trends and developed a lager which consumers really do find refreshing and appealing,” said David Scott, marketing director.
“The lower strength beer category is growing 50% year on year, so it makes perfect sense to develop a beer that will support our customers with a beer their consumers want.”
The launch will be supported with a new campaign to include TV, a print campaign and “extensive” sampling, he added.
