Kopparbergs Fruit Lager was launched in January

Kopparberg's Fruit Lager was launched in January

Kopparberg is to launch a Summer marketing campaign in the UK for its Fruit Lager radler.

The drive starts this month with an outdoor poster campaign and continues next month with a street art programme in London, the Swedish cider company said today. This is followed by a three-part live music series in London, Leeds and Glasgow. 

Meanwhile, a Kopparberg pop-up "urban forest" will tour a number of music festivals, including Wildlife, Lovebox, Citadel, Secret Garden Party and Fusion Festival.

Financial details have not been disclosed, however when Fruit Lager was launched in January Kopparberg said it will be part of a GBP6m (US$9m) integrated marketing campaign this Summer.

Kopparberg said it launched the lemon & lime flavoured Fruit Lager in the UK after research showed that "fruit is still a hit with our Millennial drinkers".
The product is available in both the on- and off-trade. 

Jodie Alliss, senior marketing manager at Kopparberg, said today: "Kopparberg Fruit Lager is undoubtedly one of the biggest product launches in the history of our brand, so we're supporting it with an incredibly exciting and diverse marketing campaign in 2016."

What can the US learn from UK cider campaigns?