Tapping into the increasingly popular market of flavoured beer XXXX Summer Bright Lager have decided to go through a little refresh as well as add the very weather-appropriate flavour of mango to its profile. Mirroring the cleaner, more colourful design, the new flavour has been inspired by the typical Australian beach, obviously setting their sights on younger beer drinkers who are now demanding different flavours from the big name beer brands.
“These younger beer drinkers are highly visual so we needed to land a look and feel that not only makes them excited to be associated with the beer, but also conveys that XXXX Summer Bright Later is the true taste of the Australian summer”, offered Marketing Manager Richard Knight with a confidence that obviously comes from the great success last year which saw XXXX Summer Bright Lager grow by 4,000,000 litres with the launch of their lime flavour.
The flavoured beer segment targeted by this XXXX product currently accounts for 15 million litres and is up by about 25% compared to 12 months ago. Globally, the segment accounts for a whopping 2.6 billion litres and is predicted to grow ahead of category at 6.3% for the period of 2014-2019.
“There are approximately 20 flavoured beer products available in Australia and options are limited to lemon, lime and apple”, said Knight. “Mango proved to be the clear front-runner flavour in our sensory research and we think it will be very popular”.
The low bitterness beer obviously has a fruitier flavour than your traditional XXXX, which carries through the back palate for a sweet – but thankfully not too sweet – finish that’s well balanced and highly sessionable. The beer is 4% ABV and is now available across Australia for retail. It’s also available on tap across venues in QLD. You can grab more information HERE