Lion has announced the national release of Byron Bay Brewery’s new Fruit Lagers, designed to appeal to the palate of consumers seeking an easy drinking lager with natural fruit flavours and less bitterness than traditional beer.
Brewed across Australia, the two ‘fruit forward’ brews - Passionfruit Mango and Raspberry – are enjoying a timely release, as the popularity of fruit beer grows, as Australian beer drinkers increasingly look for new flavour alternatives with beer.
Lion Core Beer head of marketing Chris Allen said expanding into the fruity beer category presented a natural brand extension for Byron Bay Brewery, offering a sweet spot for drinkers 18 - 34 year olds, no matter the occasion.
“Byron Bay Brewery has a strong base of next generation drinkers, and we know that they are increasingly looking for alcoholic beverages that taste lighter, and feature flavours that are more refreshing than traditional beers, with the versatility to suit different drinking occasions,” said Allan.
Globally, the fruit beer category was valued at US$317.5 million in 2022. By 2028, the global fruit beer market is projected to reach a valuation of US$379.5 billion, with the Asia-Pacific region projected to grow the fastest at 6.3% annual growth over the next 6 years, according to Market Data Forecast.
“Byron Bay Brewery has always offered easy drinking and refreshing beverages, and we know that Aussies are going to love this latest burst of flavour courtesy of the new fruit lager range,” said Allan.
The Byron Bay Brewery Fruit Lager range joins the growing portfolio from Byron Bay Brewery including a Premium Lager, and Peach & Mango Seltzer.
Passionfruit Mango and Raspberry Byron Bay Brewery Fruit Lagers are now available in 355ml bottles, 6 packs (RRP from $19.99) and 24 packs (RRP from $56.70) from BWS and Dan Murphys nationally.
