Award-winning lager brand, Kestrel, has released a new addition to its existing offering, Kestrel Extra Premium Lager. This new 7 per cent variant enables retailers to offer a full range across the premium lager category and capitalise on the consumer demand for higher strength, premium, crafted products.
From the best-selling 9 per cent abv lager brand in the UK, brewed in Scotland using the Holy Brewing Method, Kestrel lagers offer drinkers a full-bodied and rich taste experience. Currently available is a 5 per cent abv Premium lager and a 9 per cent abv Super Premium lager. The release of the Extra Premium lager is set to offer shoppers a more intense drinking experience, but at a mid-point 7 per cent abv.
The launch of Kestrel Extra will be supported by a full trade marketing campaign, digital media and support in-depot. A limited edition 24 for 22 promotional pack, launched with a EDLP WSP of £26.49 is now available, creating a retailer POR averaging 33.3 per cent.
Also, Kestrel Extra Premium Lager will be launched in sustainable packaging; the materials consist of 72 per cent recycled material for the can and lid, 50 per cent recycled material for the box foil, 100 per cent virgin pallet foil and an FSC certified carton box. All are fully recyclable, decreasing landfill waste.
“The craft boom has made consumers far more aware of what they are drinking,” said Nigel McNally, Managing Director of Brookfield Drinks, the UK distributor for the brand commented. “Gone are the days when choosing a beer is a thoughtless process. 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. The brewing process is inspired by traditional monastic brewing, whereby alcohol strength used to be far higher than it is today; with the ideal brew strength being between 8 and 12 per cent abv. We have harnessed a traditional brewing method which allows us to craft a full-bodied and intense drinking experience.”