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Carlsberg goes to the Edge with new citrus variant
Premium lager is third brand to launch a lemon/lime extension
Carlsberg is the third lager brand in the UK to introduce a citrus variant to its range following on from Foster's and Beck's earlier in the summer.
We believe the launch of Carlsberg Edge will create a great deal of excitement within the beer category, particularly with 18- to 24-year-olds and female consumers, said Darran Britton, marketing director at Carlsberg UK.
Carlsberg Edge is 4.6% alcohol by volume and the natural citrus flavour added to the brew is said to give it a subtle hint of lemon and lime. It gives consumers the drink-ability of a flavoured alcohol beverage but with the credibility and provenance of a beer, said Britton. The use of the Carlsberg brand allows drinkers to try a new and exciting product from a name they know and trust.
The brew will be launched next month (August) and will be available in four-packs of 275ml bottles
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