Moving from cider to beer, Swedish fruit cider company Kopparberg has launched a fruit lager.
Kopparberg Fruit Lager is a 5 per cent ABV lemon and lime flavoured beer that will hit shelves later this month.
It is hoped the lager will provide an alternative to others on the market, bringing new drinkers into the brand and taking Kopparberg fans into the beer category.
It will be supported as part of a planned £6m spend on the overall brand this year, which will kick off in May.
"Our research demonstrated that fruit is still a hit with our millennial drinkers, as our fruit ciders remain number one in the category," said senior marketing manager Jodie Alliss.
"By launching Fruit Lager, we are extending the drinking occasion for those consumers via an innovative product that combines subtle premium lager bitterness with Kopparberg's expertise in fruit refreshment that fans know and love."
The lager is brewed in the Kopparberg brewery in Sweden from an especially created recipe.
The company already produces beers under other brands, one of which – Fagerhult – was launched in the UK last year, but this is the first time a beer has been launched under the flagship Kopparberg name.