Bring out the Radlers

And we thought the Brits would fight all continental “muck” on their beaches. Apparently not. They even seem to produce it themselves. Judging from the recent launches, this year will be the year of Radlers – courtesy of the global brewers Carlsberg, Molson Coors and Heineken.

Radler–style beers – a blend of beer and lemonade – are said to have been invented in the early years of the 20th century by German publicans seeking to offer cyclists a refreshing beverage to enjoy after a bike ride. The category has already enjoyed some success in Europe where it comprises 3 percent of the total beer category in Germany, 5.8 percent in Austria, 3.9 percent in Hungary and 9.1 percent in Croatia.

Brewers in the UK seem to be unsure if they should use the German word "Radler" for their beer mixes (or “flavoured beers” as some like to dub them). While Molson Coors and Carlsberg have zestily avoided the issue altogether by calling their launches brand extensions (“Carling Zest” and “Carlsberg Citrus”), only Heineken dared to speak its name. In March 2013 Heineken UK brought Foster’s Radler – a 2.0% ABV mix of Foster’s beer and cloudy lemon juice – into the market.

Likewise, there does not seem to be a consensus on how much alcohol these Radler products should have. Carlsberg Citrus, which is a blend of lager and Persian and Key limes, has 2.8% ABV, as has Carling Zest.

In March 2013 Molson Coors released “Carling Zest with a Hint of Ginger”, the third flavour to join the lower ABV Carling Zest range, following on from the winter edition “Carling Zest with a Hint of Spiced Orange”. The brewer has also decided to bring back last summer’s limited edition, “Carling Zest with a Hint of Citrus”, as a permanent feature of its portfolio.

Radlers fall into the lower strength beer category, which is growing 50 percent year on year, it was reported.

So it makes perfect sense for brewers to accompany their new product launches with multi–million dollar marketing campaigns in the UK.

Let’s hope the British summer does not live up to its notoriety.