Addition to
Category Growth
INNOVATION
A Refreshing
Radler, a mix of high-quality beer and lemonade made with natural
lemon juice is proving to be a key volume and profit driver for
customers in 24 successful launch markets to date. It appeals to
existing beer and non-beer drinking consumers, can be enjoyed in
new drinking occasions and satisfies the growing trend for natural
products. For these reasons, Radler is proving to be our biggest
volume innovation ever.
Radler
variants
have been
launched
across Europe
in 2013
D
product, which typically
Jk ^contains 40% beer and
60% lemonade made from natural juice.
Its invention is widely attributed to
Munich bar owner Franz Xaver Kugler.
In 1922 he decided to mix beer with
lemonade to make his beer stock stretch
further when he was suddenly inundated
with customers on a cycling tour.
FIEINEKEN has taken this tradition and
brought reliable quality and a modern
twist to the radler segment by basing its
Radlers on its existing quality beer brands.
Natural Appeal
"Radler clearly fits with a growing
consumer trend towards more natural
products," says Wencke Visser, Product
Development Manager. It contains no
artificial additives, and its appeal as a
natural product is visually reinforced by
its cloudy appearance, resulting from the
natural lemon juice. Radler has an ABV
of 2%, so it is an attractive proposition
for consumers looking for a lower alcohol
alternative.
"The unique fusion of beer and lemonade
creates a taste experience that is natural,
thirst quenching and extremely refreshing
- a concept which tested very positively
among consumers around the world.
The packaging reflects these attributes
through the addition of elements such
as citrus fruits and water droplets to the
existing mother beer brand's design. In
some countries, up to 90% of respondents
indicated a positive buying intention."
"In test markets, in addition to existing
beer drinkers, Radler has also attracted
less frequent beer drinkers," explains
Wencke. "In some Eastern European
countries we had the evidence of many
consumers choosing Radler instead of
soft drinks, mineral water and coffee. Its
light and refreshing character also makes
Edition 2 2013 World of HEINEKEN 29
