Four-can (330ml) multipacks of ‘Alcohol-Free Superior Lemon Lager’ will officially go on sale in Tesco and online from 31 March, before rolling out in Sainsbury’s, Waitrose, Morrisons and Ocado in the coming weeks and months.
Made with only natural ingredients, the alcohol-free beer is low in sugar and contains 80 calories per can. It is also left unfiltered for “maximum flavour and body”, with Lucky Saint hoping to make it the “daytime drink of the summer”.
Commenting on the launch, Lucky Saint founder Luke Boase said: “It’s 100 years since Bavarian innkeeper Franz Xaver Kugler mixed lemonade with lager, calling it Radlermass (‘cyclist’s litre’), ensuring all the cyclists in his beer garden had enough to drink. Since 1922 radler, or shandy as it’s become known in the UK, has been providing an alternative to lager and soft drinks on those occasions that call for pure refreshment.
“Introducing Lucky Saint’s Superior Lemon Lager – a modern take on this classic drink: alcohol-free, made with all natural ingredients and by containing just 1.5g of sugar per 100ml, it’s low in sugar and ready to provide divine refreshment.”
Boase added that the brand was increasingly being enjoyed in more and more contexts.
“We have seen Lucky Saint stretch into new occasions over the past six years, so much so that 76% of people think it’s acceptable to enjoy an alcohol-free beer at their desk at work,” he noted.
“For the other 24%, now there’s Lemon Lager – the perfect drink all-day long, all-week round.”
With the launch of the lemon lager SKU, Lucky Saint adds to its existing range which includes the brand’s signature ‘Alcohol-Free Superior Unfiltered Lager’ and its ‘Hazy IPA’.
In addition to its range of bottles and cans, Lucky Saint beers are also available on tap in select pubs and restaurants.
In related news, Food Manufacture has published its monthly NPD round up, a summary of the most exciting new SKUs launched during the month of March.
