The brewer launched the new 2% ABV Carling Fruit Cooler range exclusively into Asda last week.
Available in lemon or grapefruit flavours the range is said to have been inspired by similar beers in Central Europe, in the Czech Republic for example, Molson Coors produces Staropramen Cool Lemon and Cool Grep (a grapefruit variant) in the market.
Carling Fruit Coolers differ from the brand’s 2.8% ABV Carling Zest range, which was launched last year, as Zest has a “hint of fruit” and the Cooler range is half fruit juice and half lager, said the brewer.
“Consumer lifestyles are changing and lighter products are in huge demand,” said Carling brand director, Jeremy Gibson.
“Carling Fruit Coolers are refreshingly fruity and a different way to enjoy Carling and Asda’s dedication to building the lighter category makes them the perfect partner and, working together, we are offering consumers even more choice with products that match changing tastes.”
Critics have pointed out similarities between the new range and the ill-fated female-friendly beer brand Animée, which was launched in 2011 and axed last September.
Rival brewer Heineken unveiled Foster’s Radler, a 2% ABV blend of lager and cloudy lemon juice, in February. It said it had been inspired by the success of the Radler category (defined as a mix of lemon juice and beer) in Europe, where it comprises 5.8% of the total beer category in Austria, 3.9% in Hungary and 9.1% in Croatia.
The brand rolled out across the on- and off-trade in March.