Kopparberg enters UK beer market with Fagerhult

Fagerhult is a 4.8% ABV “fresh and malty” beer that, according to the producer, is best-served ice cold and sipped straight from the can.

Currently on-sale in Tesco, it will be available from on-trade wholesalers and distributors in May.

Produced in the same brewery as its cider sibling, Fagerhult is claimed to be deeply rooted in Sweden’s history after originally being brewed to satisfy the thirst of Swedish elk hunters returning from the hunt.

Made with barley, malt, yeast, hops and water, the lager is packaged in a stubby gold and black can that carries an elk head design.

Vine first​

Kopparberg said Fagerhult was is the first ever beer to have launched on Vine​, with a six-second clip that depicts the appeal of the Swedish brew.

Jodie Alliss, brand manager at Kopparberg, said the 330ml can taps into the growing trend for canned beers and lower volume options as consumers opt for quality over quantity.

She said: “Fagerhult stubbornly delivers on style and taste every time and will appeal to beer lovers who want a quality ‘no frills’ brew.

“It also promises to diversify the world beer scene in the UK. We all know and love canned craft beer from the US and the UK – now it’s time for the Swedes to enter the fray.”

Kopparberg’s products are handled in the UK under a joint venture between Kopparberg and Cider of Sweden, which has a 49% share.

The company said it is looking into launching more of its craft beers in the UK.