When a stagnant European economy and picky consumers gave Heineken lemons, the world’s third-largest brewer decided to mix them with beer.
The group this year rolled out a line of radler drinks, a blend of lemon soda and lager, to 23 markets in its biggest product introduction. It is betting that the drink, sweeter and less alcoholic than beer, will win over female drinkers and men who prefer spirits.
Market leader Anheuser-Busch InBev has produced a lime-flavoured variety of its brand Bud Light, while Heineken has added tequila to beer to create Desperados. Heineken is reducing its reliance on its eponymous global brand after six years of beer market declines in western Europe, to which it has a greater exposure than peers. – Bloomberg