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Amstel Radler and Monteith’s: available from 1 March in the Americas and cruise markets |
Heineken Global Duty Free & Travel Retail has expanded its Beers of the World portfolio in the Americas and cruise markets with two new drinks, Amstel Radler and Monteith’s, from 1 March.
Both brands are available for cruise, ferries and border stores alongside domestic market launches in Northern Europe and the UK.
Heineken Global Duty Free Manager Sean McNaughten said: “Both Monteith’s and Amstel Radler are key players in our ambition to grow the beer category and importantly to bring real excitement to the consumer drinking experience. The beer category is full of innovation right now as more and more consumers seek out new tastes alongside the trusted greats like our hero brand Heineken.
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Sean McNaughten: “Our ambition is to grow the beer category” |
“Amstel Radler is one of our biggest innovations to date with enormous appeal to a whole new community of beer discoverers, alongside regular beer drinkers, looking for a lighter refreshment, and so it’s perfect for cruise ships and the tropical climates of Latin America.
“With Monteith’s we’re confident that premium beer lovers plus the growing ‘indie’ beer contingent will enjoy the discovery and the unique quality of the range.”
The Radler is a staple drink in Bavaria, where there is a tradition of mixing beer with fresh lemon juice. It was started by Franz Xavier Kugler, who ran a tavern in southern Germany and who created the drink for “˜Radler’ (“˜cyclists’ in English) during a bicycle event in 1922.
The Amstel Radler proposition is now present in 31 countries across five regions, said Heineken. Amstel Radler contains 2% alcohol, is free from additives and available in 33cl cans.
The company said that the brand responds “positively” to consumer trial, with up to 40% of drinkers being new to the beer category. Heineken said: “Its lighter, natural blend attracts a new generation of beer drinkers, especially women, enabling them to share in social beer moments, especially at lunch, by the pool and after sport.”
The introduction of Monteith’s aims to take advantage of the growing popularity of craft beers. The New Zealand brand launches in the Americas and cruise markets with four beers in 33cl bottles. These include the Monteith’s Bohemian Pilsner beer, Monteith’s Pacific Pale Ale, Monteith’s Summer Ale and Monteith’s IPA (India Pale Ale).
For our previous story on the launch of Monteith’s into travel retail, click here.
