Cycling inspires new Bavaria beers

Dutch brewer Bavaria has launched two new low-alcohol beers, which it claims have been inspired by the sport of cycling.

Bavaria RadlerThe Bavaria Radler Lemon and Bavaria Radler Grapefruit are a mix of premium lager and sparkling lemonade with a twist of the respective fruits. The beers, which are just 2% abv, are described as “light and crisp with a hint of citrus”.

In a statement Bavaria said that these shandy-style beers have a “long history of quenching the thirst of cyclists across Germany”, adding that the beers, ” are expected to be a big hit with consumers here in the UK; even those whose thirst has not grown through energetic exercise of the two-wheeled variety.”

Mike Teague, managing director of Bavaria UK, said: “The concept of these light refreshing drinks has been around for almost a hundred years. The Germans first made this style of shandy popular in the 1920’s, when cycling boomed and a drink was need to offer refreshment, enough beer to make them crisp and dry, but no so much as to impair the ability of the cyclists to ride home again. Radler is German for cyclist.

“Bavaria has a long history of mixing fruit drinks with its beers and these new Radler drinks have been designed to appeal to the British palate, which has long appreciated lager with a dash of lemonade or fruit cordials; the classic lager and lime is a prime example.

“We feel these new additions are the perfect choice for drinkers seeking refreshment on a hot summer’s day or any time they fancy a refreshing lager with a twist. The weather is just right for these low-alcohol beers and the fresh taste of lemon or grapefruit adds that little something extra we believe UK consumers will find attractive.

“As a brewer, we have an obligation to develop new drinks that reflect the changing tastes of the consumer. Creating the perfect shandy at home and adding a citrus twist can be tricky. You’re never quite sure of the proportions and it’s not easy to get the balance of a refreshing, yet crisp dry drink absolutely right. Well now consumers don’t have to worry our expert brewers with almost 300 years of experience have done it for them.”

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Representative - Private Customers

Corney and Barrow
Central Hong Kong, HK

Export Manager UK On Trade

AdVini
Home based in London or the South East, GB

Global Head of Marketing

ATOM Brands
Tunbridge Wells, GB

Sales Executive

Three Wine Men
Home-based but must be available to travel throughout the UK with frequent trips to London, GB

Senior Sales Operations Executive

Enotria&Coe
Park Royal, London, GB

Sales Administrator

Les Caves de Pyrène
Guildford, UK

On Trade & Corporate Accounts Manager

The Champagne Company
Birmingham, UK

Customer Service Assistant

The Champagne Company
Birmingham, UK

Key Account Manager - Distilling Sector - Scotland

Boortmalt
Scotland - call for exact details, UK

UK Brand Ambassador - Ableforth’s

ATOM Brands
Field-based, UK

Pink Rosé Festival

Cannes,France
7th Feb 2018

VinoVision Paris

Paris,France
12th Feb 2018

Vinisud

Montpellier,France
18th Feb 2018
Click to view more

The Global Pinot Noir Masters 2018

Deadline : 26th January 2018

Cabernet Sauvignon Masters 2018

Deadline : 23rd February 2018

Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more