Beck's Green Lemon bound for UK after zesty trial

20 April, 2007

InBev UK is rolling out Beck's Green Lemon - a 2.5 per cent abv lemon-flavoured lager - across the UK after a national trial.

InBev's innovation head Ben Fritsch said: "The trial of Beck's Green Lemon has been extremely successful. It has been popular with both lager drinkers and newcomers to the beer category and the repeat purchase rate has been exceptionally high, topping 79 per cent during the trial period.

"With the emphasis on the distinctive lemon taste with a lager undertone, Beck's Green Lemon stands apart from the citrus beers currently available.

" Our research shows that there is limited crossover between consumers who buy these lagers and those who choose Green Lemon."

The drink will be available to multiples and independents in 6x33cl packs ( £4.99), and InBev is backing the roll-out with posters and in-store merchandising.

InBev is also launching its first TV ad campaign for Beck's Vier a year after the 4 per cent abv brand extension's launch. The ad gives a new ending to Beck's Four Steps ad, launched last year, and will be backed by an outdoor and online campaign.

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