AB InBev Efes, the company formed by the merger of AB InBev’s operations in Russia and Ukraine with those of Turkish brewer Anadolu Efes, is launching a new radler beer brand in Russia in a bid to appeal to millennial consumers, according to a report in Sostav.ru.
The new brand, called What The Fruit?, is described as a classic light beer blended with natural fruit juice, and is being made available in Cherry and Apple varieties, which retail in glass bottles, and Grapefruit, which is an alcohol-free variety sold in a can.
Commenting on the launch, AB InBev Efes marketing director Konstantin Tamirov said: “Our main audience is younger consumers under the age of 35. They like to travel, try unusual foods and discover unexplored places. Our new radlers are sure to find their fans in Russia, especially in the summer months when consumers are looking for light, fresh and fruity options”.
What The Fruit? Radler is being manufactured at AB InBev Efes’ Omsk and Ivanovo plants. The Apple and Grapefruit varieties were rolled out this April, with the Cherry variety set for launch at a later date.