News

Kopparberg backs Fruit Lager with new UK marketing push

Most popular

Could a Pernod offload revolutionise wine?

The just-drinks Analyst returns

Why drinks companies will struggle to break Gen Z

Wine's race to the top - whither value?

How to ride the 'Gen Z' wave in the on-premise

MORE

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

Kopparbergs Fruit Lager was launched in January

Kopparberg's Fruit Lager was launched in January

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?


Related Content

Heineken brings UK production in-market as Brexit looms - just-drinks EXCLUSIVE

Heineken brings UK production in-market as Brexit looms - just-drinks EXCLUSIVE...

C&C Group apes Heineken with Magners Dark Fruit launch

C&C Group apes Heineken with Magners Dark Fruit launch...

"Astounding" Dark Fruit keeps Heineken's Strongbow draught cider in growth - figures...

BrewDog backs out of Scofflaw Brewing promotion after Trump claim

BrewDog backs out of Scofflaw Brewing promotion after Trump claim...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?