HEINEKEN Unveils Latest Innovation From Foster's

7th February 2013

HEINEKEN, the UK’s leading cider and beer business, has announced the launch of Foster’s Radler, an exciting, new 2% ABV Foster’s lager cut with natural lemon juice.

Foster’s Radler combines the famous refreshment values of Foster’s lager with the natural refreshment of lemons, creating an easy-drinking lager ideal for occasions where consumers want something lighter.

The latest production from the HEINEKEN innovation pipeline, Foster’s Radler is being launched across all on and off trade channels as part of a plan to harness the power of the Foster’s equity to reinvigorate the lager category - and lead the development of a new mid-strength moderation category which HEINEKEN believes could represent a £300 million category growth opportunity.

Radler –style beers already enjoy significant success in several European countries and Foster’s Radler will bring the drink concept to the UK from March 2013, meeting a growing consumer need for a lighter, more refreshing beer sought on moderate drinking occasions.

The origin of Radler beers

Taking its name from the German word for “cyclist”, Radler is a beer-based drink proposition dating back to the 1920’s when cyclists would drink the mixed beer in the mountains when stopping for a rest. Fuelled by this authenticity and heritage, Radler has grown across Europe, where national mainstream lager brands have introduced variants in Belgium, Poland, Hungary, Austria and Croatia. Radler style beers have attracted 30 % more new drinkers to the lager category across Europe.

Foster’s Radler’s stylish label and clear glass 300ml bottle communicate the product and its taste proposition by highlighting the refreshment cues and premium nature of the brand.

Gayle Harrison, Brand Director- Foster's at HEINEKEN UK, said: “Foster’s Radler is a refreshingly different cloudy lemon beer with a taste that consumers will seek out and love. It offers retailers a top quality product from a brand consumers know and trust.

“Our research shows that ‘moderation options’ are missing the opportunity to satisfy the demands of a growing number of drinkers who are currently unable to find a beer product with a lower alcohol content that delivers maximum taste and refreshment.

“Radler style products brought new consumers to the mainstream lager sector in Continental Europe and contributed to growth of the lager category as a whole: we are confident we can repeat this success with Foster’s Radler in the UK. An extensive marketing launch programme will drive consumer trial and awareness and we urge licensees to capitalise on this new and exciting opportunity to unlock genuine category growth.”

Foster’s Radler will be supported from April with a multi-million pound through-the-line campaign, encompassing print and outdoor advertising, sampling and digital marketing and PR, to drive trial and awareness.