Kopparberg Fruit Lager Lemon & Lime beer 8x500ml bottles

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Rob Calder, head of marketing at Kopparberg, says: “Strongbow’s entry may bring more consumers into fruit, who then choose to trade up into premium brands. Henry Chevallier Guild, partner in Suffolk cider firm Aspall, which markets the pre- mium Perronelle’s Blush brand, says retailers need to be choosy about which fruit ciders they give house room to, in a bid to ensure some longevity in the market. When the researchers for BBC’s The Apprentice got their hapless teams making flavoured beer in the current series, they certainly hit on a trend in the drinks industry. The question is, did they miss the hottest trend in the business?

For, while microbrewers across the land have been experimenting with fruit and other flavours in their beers, among cider producers it seems to have become almost compulsory. This summer, experience the refreshing, crisp taste of Kopparberg Fruit Lager, a delicious new drink which bottles Kopparberg’s premium fruit flavour in a lager for the very first time.On the contrary, it devalues it and runs the risk of appearing to be very similar to what happened with alcopops.

Kopparbergs Bryggeri was re-established in 1994, when Peter Bronsman and his brother Dan-Anders Bronsman bought the old brewery in the town of Kopparberg, Sweden. 36 regional brewers originally founded it in 1882. Kopparberg is now sold in more than 30 countries and is the world’s best-selling pear cider. Kopparberg is listed in Sweden on the NGM Nordic MTF. KOPPARBERG TOWN Porter at Heineken says: “We work closely with retailers to ensure ranges and displays offer hassle-free shopping. The brewery is taken over by a Swiss company. The new owners were not interested in the brewery’s rich history of beer and cider. They simply wanted the fresh, soft water for export. As a result, the brewery later closed for the second time in its history. 1930 – The first cider Kopparberg is all about fruit. So, when Kopparberg went into beer fruit also joined. 2015 – First Frozen Fruit CiderBy 2006-07, Kopparberg started replacing Magners and Bulmers asthe drink of choice for young adults then, as pear cider’s fortunes plummeted and fruit cider came to the fore, Kopparberg emerged as the dominant force in the category.

There is not an inherent demand for some of the more recently launched products that, in our view, do not add true innovation and value to the category.”Copping agrees the fruit cider opportunity isn’t just for the summer. “There has certainly been a trend towards more exotic flavours in many different categories,” she says, “which is why we’ve brought out Passionfruit this summer, but I think we will see more autumnal and winter ciders enter the category in the future.” 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. For reasons of hygiene and safety, personal grooming products, cosmetics or items of intimate clothing cannot be returned.