Radler news from Krombacher: Krombacher Radler sugar-free and Krombacher NaturRadler
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From March 14, the Krombacher brewery is expanding its successful range to include two strong Radler novelties: Krombacher Radler sugar-free and Krombacher NaturRadler. The new products set trend-setting impulses in the market and once again underline the innovative competence of the No. 1 brand in the Radler segment.
Introduced more than 20 years ago by Krombacher as the first national supplier, Radler is now the largest segment of mixed beer beverages in the German trade, with a share of around 60% - and stands for the ideal summer refreshment like no other beer mix. Krombacher Radler sugar-free and Krombacher NaturRadler now further mix up the range and bring even more lemony-fresh variety to the shelves.
Krombacher Radler sugar-free: the original, without sugar
With the launch of the first national sugar-free Radler, Krombacher is once again showing itself to be a pioneer in the German Radler market. Without sugar, with only 12 kcal/100 ml and a reduced alcohol content of 1.0%, Krombacher Radler zuckerfrei is the perfect light-hearted Radler refreshment.
"Conscious enjoyment and the demand for sugar- and calorie-reduced beverages have been increasing constantly in recent years. Our new Krombacher Radler sugar-free now offers original Krombacher Radler taste with 0% sugar for the first time and, with its balanced enjoyment profile, is an absolutely contemporary product innovation for all Radler fans," says Andreas Scholten, Head of Marketing Beer at Krombacher Brauerei.
The new variety is attracting attention with a refreshing communications mix: in addition to targeted digital and radio measures, extensive activations at the POS are ensuring a sugar-free presence on the sales floor. Krombacher Radler sugar-free will be on sale in practical 6 x 0.33 l returnable containers.
Krombacher NaturRadler: Lemony. Fruity. Fresh.
From March, the new Krombacher NaturRadler will be a particularly fruity refreshment. With 60% naturally cloudy lemonade and 40% Krombacher Pils, the new product represents significantly more lemonade-like fruitiness in the shandy segment. The natural beer mix drink with 2.0% alcohol contains naturally cloudy lemon juice and is enhanced with orange and apple. "The new Krombacher NaturRadler is aimed at users who want a natural and fruity-fresh shandy experience," says Andreas Scholten.
Krombacher NaturRadler is already proving its persuasive power before its launch: in market research, 90% of those surveyed were enthusiastic about the taste and overall impression of the new product. The eye-catching design of Krombacher NaturRadler, which reflects the natural, fruity character of the product and makes people want to try it, is also essential to this good impression.
In terms of communication, the Krombacher innovation is being showcased with a wide-reaching out-of-home, digital, and social media campaign. Variety-specific POS advertising materials and suitable activations ensure attention in the trade. For the launch, Krombacher NaturRadler is available in its own variety box as 20 x 0.5 l and as 4 x 6 x 0.33 l returnable containers.
