Amstel Introduces A Zesty Variant To The Beer Market!

??AMSTEL INTRODUCES A ZESTY VARIANT TO THE BEER MARKET

Amstel Lager is proud to announce its latest extention to its range of beer with the introduction of a beer made with real lemon juice ??? better known internationally as a Radler.

Radler has its origins in 1922, when a Bavarian named Franz Xaver Kugler built a bar at the end of a popular bike trail in Germany.?? After some 13,000 cyclists rode into town demanding beer, Kugler realised he didn’t have nearly enough to satisfy the thirsty German cyclists.

Panicking, Kugler improvised by mixing half his inventory of beer with thousands of bottles of clear lemon soda from his cellar. The 50/50 beer-lemon concoction was an instant hit, and Radler (meaning “cyclist” in German) was born.

Unlike Kugler, Amstel, the Slow Brewed, Extra Matured beer is mixed with real lemon juice in order to create the new tasty and refreshing variant: Amstel Radler with 3% alcohol by volume.

The surprisingly refreshing drink combines a 60% ratio of Amstel Lager with a 40% ratio of real lemon to create the perfect summer beverage. This ratio, together with the low alcohol content, makes the newest addition to the Amstel family the choice of beverage to have during any chill moment.

Speaking on the new Amstel Radler, Khaya Dlanga, Marketing Manager for Amstel said ???To our Amstel repetoir, we are adding this great innovation and practically creating a new category in South Africa by mixing real lemon juice from nature, with beer. We want to add a new consumer to our brand who would never drink a beer, they would be more than pleasantly surprised by how much they will love Amstel Radler from the first sip to the very last one???.

Amstel Radler will be available in the 330ml Non-refundable Bottle (NRB), as well as the 440ml can. Be sure to grab the new variant from Amstel at your nearest retailer and enjoy the zesty refreshment at any chill occasionwith friends.

Amstel promotes responsible drinking. Not for sale to persons under 18.

Information Supplied By: The Alore Group

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