04 Sep 2014 SAB adds a dash of lime to Castle Lite
Leanne Martin, Castle Lite’s Through-the-Line Marketing Manager says: “With the flavoured beer category growing globally, the new product innovation has allowed us to take extra cold refreshment to the next level.”
Martin adds: “The world of flavoured beers has a continuum, ranging in character and flavour intensity from ‘beer-like’ to ‘not beer like’. The new Castle Lite Lime offers the unashamed original Castle Lite beer taste, with a hint of lime citrus flavour.”
Flavoured beer is considered one of the fastest-growing sectors in the beer market globally. It saw a 7% volume growth globally in 2013 according to Euromonitor International. With 42% of global adult drinkers under 34 remarking that they consume flavoured beers on at least an occasional basis (Reportbuyer.com, November 2013).
“Castle Lite has hit the mark by adding this new innovation to the booming global category,” says Martin. “As the brand is considered to be the leader within the premium beer market in South Africa, there is no doubt that the launch of Castle Lite Lime will aid in expanding the local flavoured beer category.”
Castle Lite Lime will be available in 340ml NRB, 440ml can and 660ml RB nationwide from the 5 September 2014, and will be supported by an exciting Through-the-line campaign including a new TV ad.