Kestrel launches mid-strength lager offering

The variant is available in 500ml cans for £1.99 and joins existing Kestrel Premium 5% lager and Kestrel Super Premium 9% lager.

The launch is being supported by a trade marketing campaign, digital activity, and inn-depot support.

The brand said higher strength beers and ciders are gaining national traction, as more consumers become more polarised between premium higher ABV products and no/low alcohol alternatives.

It said this increased demand creates an opportunity for higher sales and profits.

Nigel McNally, managing director of brand distributor Brookfield Drinks, said: “The craft boom has made consumers far more aware of what they are drinking.

“Gone are the days when choosing a beer is a thoughtless process. Now shoppers are increasingly involved and are actively taking the time to investigate what it is they are actually drinking.

“Thanks to craft and the trend for premiumisation, shoppers are less price sensitive and tend to be driven by quality and brewing credentials.

“Higher ABV’s are often associated with premium products and Kestrel is no exception.”

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