Tennent’s has become the latest major beer company to launch a flavoured beer product. Lemon T, a 2.8% abv drink described as a ‘light lager with a refreshing lemon taste’ – is designed to appeal to those looking for a fresh alternative, particularly over the summer months.
Tennent Caledonian Brewiers said the launch took inspiration from the ‘radler’ category, which mixes beer with lemon soda and is popular inEurope. The launch will provide stiff competition for Heineken’s Foster’s Radler brand, which earlier this month expanded its range.
Paul Condron, Marketing Director of Tennent Caledonian Breweries (pictured) said: “Research has shown us that almost two thirds of drinkers are open to low alcohol options – but until now, the category hadn’t offered a great deal of choice. It’s been fairly uninspiring. We wanted to take advantage of that opportunity and whilst the market isn’t huge just yet, it’s growing. We see that as people mature their habits change as work and family start to take priority. They want a drink that fits with a more demanding lifestyle; something that they can drink on occasions, like after work, as a quick refreshment after the gym, or on a Sunday afternoon.
“Developing a low-alcohol beer is something we’ve been considering for a while but it needed to be right. With Lemon T we didn’t just focus on a lower strength, we also concentrated on taste – there’s a subtle lager flavour but the lemon makes it really fresh. I think when people taste it, they’ll find it a refreshing change.
“It’s also a great time to launch Lemon T – the nights are getting lighter, the sun is starting to make an appearance and people are beginning to look forward to summer.”
An outdoor advertising campaign will run acrossGlasgow,Edinburgh, Dundee andAberdeenfrom May.
Available in 300ml 4-packs, Lemon T will be available in independent wholesale from April.
