Radlers set to score with younger consumers this summer
Asahi UK has said that radlers have “significant growth potential” in the UK, tapping into the biggest trends for the year. db reports.
Speaking exclusively to the drinks business, Asahi UK marketing director Rob Hobart said: “Alongside the trend for fruit flavoured beers, there is also an established yet growing trend for alcohol-free drinks as consumers continue to moderate their alcohol consumption; the alcohol-free beer category is now worth £519 million.”
‘A particular opportunity’
Hobart explained that, when it comes to radlers, which are anchored on both of these trends and are growing in popularity, “there is a particular opportunity with younger consumers who are the most likely age group to be moderating yet the least likely to be buying into alcohol-free beer, with fewer than one in 10 ‘under 35s’ having bought an alcohol-free beer in the off trade within the last year.”
Revealing more about the untapped potential the beer style had to offer, Hobart told db that “the total fruit flavoured beer category is worth £119 million and has seen 74% value growth over the last year and with 36% of consumers saying they find flavoured beer appealing and a wave of innovation taking place within flavoured beer, this area of the market has significant growth potential”.
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He also highlighted the fact that “the fruit flavoured beer drinker tends to be a bit younger than the average beer drinker, but we are increasingly seeing consumers of all ages enjoying fruit-flavoured beer as choice increases”.
May to September
Hobart pointed out that the best times to stock up were going to be the coming months in the lead up to the good weather since “the fruit flavoured beer category skews towards the summer months, with July being the biggest month for fruit flavoured beer sales in 2025, and 50% of fruit flavoured beer sales coming through May – September*.
Hobart added: “New launches such as Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa will help the alcohol-free beer market reach a wider audience, appealing to younger consumers who like to experiment with different flavours, across a broader range of occasions.”
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