Big news in the beer industry (if you haven’t already seen this newbie on shelves of your local liquor store). Amstel, the full flavored beer with 140 years of European brewing heritage, has introduced a new authentic Radler beer mix this summer. A perfect drink for picnics, beach trips, BBQ’s and other summer fun, the beer combines lemon juice and other natural ingredients with the great taste of Amstel Bier. Who doesn’t love the beer and lemon combo aka a shandy!
“The shandy style segment has really taken off in the U.S. in recent years, growing 58% in 2013 with no signs of slowing,” noted Frederique Asberg, Sr. Director Innovation at HEINEKEN USA. “Amstel Radler elevates this popular style to a new level with natural ingredients and high quality Amstel beer from a renowned and respected brewer. In Europe, Radler beers have launched successfully in several markets over the last few years including Poland, the United Kingdom, Italy, Belgium and The Netherlands, commanding a premium price and reaching up to 17% share of the mother brand volume. We are excited to introduce U.S. consumers to the premium taste of Amstel Radler.”
After performing taste tests, studies found that Amstel Radler was well received by the public. Asberg said “Consumers prefer Amstel Radler above beer for it’s refreshing taste. They also commented on the products versatility and consider Amstel Radler appropriate for a wide variety of occasions, including after sports, brunch and social outdoor gatherings.”
So what are you waiting for! Look out for Radler this summer through August 2014. Amstel Radler is available in 6-packs of 12 oz. bottles and 12-packs of 12 oz. cans. For 21+ drinkers, it has 2 % alcohol content. For more information, follow @HeinekenUSACorp on Twitter or visit HEINEKENUSA.com.