XXXX Summer Bright Lager has undergone a major brand refreshment, revealing its contemporary new packaging aimed at the ‘new generation’ of beer consumers. Coinciding with the debut is the release of XXXX Summer Bright Lager with Mango, an easy-drinking, low-bitterness beer blended with sweet mango flavour at 4 percent ABV.
Inspired by the Australian beach environment, the new packaging offers a clean design and bold colour palette that is both easily identifiable and approachable for the younger consumers.
Richard Knight, Marketing Manager for XXX, explained, “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 Lager is the true taste of the Australian summer.”
The XXXX Summer Bright Lager with Mango has launched amid substantial growth in the flavoured beer segment in Australia. According to XXXX, the segment currently accounts for 15 million litres and has grown by 25% from the previous year.
Continual growth in variety seems to be the key to success. Knight stated, “There are approximately 20 flavoured beer products available in Australia and options are limited to lemon, lime and apple. Mango proved to be the clear front-runner flavour in our sensory research and we think it will be very popular. We grew XXXX Summer Bright Lager by 4,000,000 litres with the launch of Lime in 2015. We hope to grow that even further with the addition of Summer Bright Lager with Mango.”
The new look XXXX Summer Bright Lager range is now available in packs nationwide, and will continue its availability on tap in QLD.
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