Denmark: Carlsberg Edge citrus beer to attract new drinkers to the beer market

Carlsberg has joined the push into citrus beer, with the launch of Carlsberg Edge aimed at attracting new drinkers, especially women, to the beer market, The Grocer Via Thomson Dialog NewsEdge released July 31.

Available from the beginning of next month in a 275ml bottle and a four-pack for take-home, the newcomer follows the arrival of Beck's Green Lemon and Foster's Twist from InBev UK and S&N UK respectively, both of which are rolling out now.

Apart from the citrus content, the new offerings can also claim lighter status and innovative packaging. Beck's Green Lemon, which InBev has been trialling in Tesco outlets and on-trade in Glasgow, has a lower 2.5% alcohol content than its parent brand's 5%, while Foster's Twist variant comes in twisted cut-glass bottles.

Buyers have welcomed the moves as a rare example of innovation in the beer market. "They are lighter beers in smaller bottles and make for easier drinking," said Ged Futter, Asda's beer buyer. "Although it's early days for citrus beers, if they bring in new customers and make beer more accessible for a wider target market, they're a good thing." The new Carlsberg line has taken two years to develop and is in response to an increasing consumer demand for lighter drinks, according to the brewery. Available in both the on and off-trade, the beer is 4.6% abv and is brewed with natural citrus to deliver a subtle hint of lemon and lime.

The broad target market is 18 to 30-year-old PPL and RTD drinkers, but marketing director Darran Britton predicted a particular appeal for women aged 18 to 24.

Britton said: "Carlsberg Edge gives consumers the drinkability of a flavoured alcoholic beverage but with the credibility and provenance of a beer.

"The packaging design has been key to the development process, with its stylish and contemporary look, appealing strongly to our target market. The use of the Carlsberg brand allows drinkers to try a new and exciting product from a name they trust."

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