Freddies goes into Wine Rack and Bargain Booze

A former Kopparberg director has launched a fruit beer that wants to claim a slice of the fruit-flavoured cider market.

Ex-Kopparberg off-trade sales director Daryl Moss is launching the 4% abv Freddies beer - a less ‘hoppy’ lager in mango and wild berries flavours - in Bargain Booze and wine Rack in mid-May (rsp: £2.20/500ml).

Fruit-flavoured lagers have been driven by the lower-abv citrus lager sector, but the market leader Carling Zest, which entered the category in March 2012, saw volumes fall 5.3% on volumes down 8.8% [Nielsen 52 w/e to 13 October 2013].