Kopparberg extends into the beer category with Fruit Lager

In a bid to become “the most preferred and loved alcoholic drinks brand in the UK”, Kopparberg is launching Fruit Lager Lemon & Lime.

Available to convenience retailers from April, Kopparberg Fruit Lager has an ABV of 5% and comes in 330ml bottles in multipacks of four, RRP £5.99.

It will be backed by a £6m campaign from May, which will include outdoor and press advertising, as well as PR and digital activity.

Targeted at 18-34 year olds, the brand also plans to promote the new product at festivals this summer. Retailers will be able to promote Fruit Lager in store with PoS.

Kopparberg is also extending its frozen pouch range with Frozen Fruit Cider Mixed Fruit, RRP £2.99, and is targeting health-conscious drinkers with Kopparberg Summer Fruits Light in new 250ml cans, RRP £1.39.

Jodie Alliss, senior marketing manager for Kopparberg, said the smaller Summer Fruits Light format will drive more trial by having a lower price.

“For our next Frozen launch, a lot of consumers were asking for Frozen Fruit Cider Mixed Fruit via Facebook and Twitter and given that the flavour is our biggest variety it makes complete sense,” she added.