Blog: Heineken pedals Radlers to Africa
Andy Morton | 21 August 2013
Heineken's Radler beers continue to expand their presence, with the Dutch brewer confirming in first-half results today they are now available in 24 of its markets. That's 12 more than at the beginning of the year.
More surprisingly, the lemon-flavoured, low-strength beer style with its origins in 1920s Germany, has pedalled its way to Africa. Heineken's Primus Radler was launched in the Democratic Republic of Congo in April and Bourbon Radler entered La Reunion last month, a company spokesperson told just-drinks today (21 August).
For a drink that means “cyclist” in German, that's a lot of pedalling.
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- Comment - Another One Bites Bacardi's Dust
- Allegro: The shape of things to come at Pernod?
- Pernod Ricard's FY Performance by Region, Brand
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- Mast-Jägermeister targets UK off-trade boost
- Pernod bemoans tough FY as sales, profits drop
- ASA bans Jägermeister TV ad
- Bacardi announces CFO switch
- SABMiller exec to become CFO at Beam Suntory