Black Star is a clear, citrus flavoured drink packaged in 275ml bottles.
Aimed at 18-24 year-old drinkers it will be backed by a television marketing campaign including sponsorship of a prime time programme alongside TV advertising and promotional initiatives.
The brand will also appear on Tube posters and in lifestyle magazines.
Intercontinental Brands' marketing manager, Lindsey Booth, said Black Star would attract drinkers who were no longer content with a glass of warm ale. She said: "They are looking for a drink which fits their aspirations and lifestyle. Black Star has all the criteria to appeal to those who have a strong self-image."
The company added that the packaging is striking but "easy on the eye".