Tennent Caledonian has become the latest brewery to launch into the growing market for lower-alcohol citrus-flavoured beers.
Lemon T is a 2.8% abv drink that – like Heineken’s Foster’s Radler – has been inspired by the European trend for radler-style drinks that mix beer with lemon soda. Tennent Caledonian described its new beer as a “light lager with a refreshing lemon taste”.
Available in four-packs of 300ml bottles, Lemon T will roll out to grocers in Scotland including Tesco, Asda and Sainsbury’s over the coming weeks.
“While the low-alcohol market isn’t huge just yet, it’s growing,” said Tennent Caledonian marketing director Paul Condron (pictured). “As people mature, their habits change as work and family start to take priority. They want a drink that fits with a more demanding lifestyle; something that they can drink on occasions, like after work, as a quick refreshment after the gym, or on a Sunday afternoon.
“Developing a low-alcohol beer is something we’ve been considering for a while but it needed to be right. With Lemon T we didn’t just focus on a lower strength, we also concentrated on taste – there’s a subtle lager flavour but the lemon makes it really fresh.”
Lemon T will be supported with an outdoor advertising campaign that will run across Glasgow, Edinburgh, Dundee and Aberdeen from May.
Recent launches in flavoured beers and ciders have included a lemon & lime flavoured Strongbow from Heineken, and a blackcurrant beer from Carlsberg.
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