By Owain Johnson

Venezuelan brewing giant Empresas Polar is planning to invest around $1.6m in launching a new brand of lemon-flavoured beer.

The new brand, named Vox, will be the first fruit-flavoured beer in the Venezuelan market. Polar will spend $220,000 on modifying its San Joaquín production plant, $680,000 on publicityand $650,000 on distribution.

Vox will initially go on sale in the capital Caracas and other major cities before being rolled out to other regions of Venezuela within the next six months. The company hopes to gain a 1.4% share of Venezuela's beer market within three months of the launch.

The new brand will have 4% alcohol content. Polar's marketing manager, Hernán Pérez, said that, despite Venezuela's recent economic downturn, the national market for lighter beers remains buoyant.

"Interest in lighter beer brands has remained very active and they have grown continually over the last four and a half years," Pérez said. Polar believes consumers are looking for new innovative brands and that Vox will significantly strengthen the company's portfolio of brands.