Lion Launches Limy Beer
By Ian Neubauer
The name was derived from the summer icon of the barefoot Australian and after the German word ‘radler’, meaning bicyclist in English. The term was coined in 1922 by hotelier Franz Xaver Kugler who, after realising he did not have enough beer to serve all the bicyclists who stopped at his tavern one day, mixed his remaining supply of dark beer with lemon, lime and soda. Hence, the radler was born.
The Australian version of the popular European beverage combines a full-strength ale with subtle lime and lemon flavours to create a refreshing and nutritious thirst-quencher for the summer.
“It’s about being yourself, feeling the ground under your bare feet. It will appeal to both men and women of all ages and really establish itself as the drink for that ‘just stepped off the beach’ occasion,” said Lion Nathan category manager, premium beers, Tami Cunningham. “Its infusion with lemon and lime takes away the traditional bitter taste of beer to provide a refreshing alternative for both beer lovers and occasional beer drinkers alike,” she said.
Barefoot Radler has a 4.2 per cent ABV and comes in a contemporary 330ml bottle retailing at $13.99 for a six pack or $44.99 for a case of 24. Barefoot Radler will be available at Coles, Liquorland and 1st Choice off-premise outlets from January 7, with nationwide distribution scheduled for January 21. The launch will be supported by a range of point-of-sale merchandising, including coasters, posters, tent cards and wobblers.
Barefoot Radler has also partnered with environmental agency Coastcare to support their work in preserving the Australian coastline for future generations.
“The marketing strategy is not about a shiny new TV ad – we want to meet people in person,” Lion Nathan said in a statement. “Tasting is believing [and] there [will be] a major focus upon sampling and allowing people to try the product.”