Hahn Brewers' Projects launches Radler
Staying true to their innovative roots, leading Australian brewer, Hahn, is unveiling a new addition to their portfolio – Hahn Radler. Unlike anything else on the market, Hahn Radler is a beer cut with natural lemon (70% lager, 30% natural lemon) and is now available in bottles nationally.
The beer is part of a new initiative – Hahn Brewers’ Projects – which promises to showcase new beers with a focus on appealing to the evolving tastes of adult Australian drinkers, particularly occasional beer drinkers. The first release, Hahn Radler, is a fresh take on a traditional European Radler style (usually 50% beer and 50% lemon) with the Hahn Brewers opting to reduce the natural lemon in the beer to 30%, to better suit the tastes of Australians.
As a natural result of this blend, the beer is also lower in alcohol (3.2% ABV) than regular beers, light in colour with a mild lemon aroma and taste that is extremely refreshing, thus a perfect choice for those who don’t normally drink beer.
Tanya Marler, Lion Brand Director, said Hahn is committed to delivering new products that provide more Australians with great-tasting beers for social occasions.
“The Hahn Brewers have a history of challenging themselves to create better beers for the evolving tastes of modern Australians – including Hahn Premium, Hahn Premium Light, Hahn Super Dry, Hahn Super Dry 3.5 – beers which have redefined the beer category over the past 30 years.
“Hahn Brewers’ Projects has been created because Australian drinkers are always looking for something new that they can share with their friends. There are approximately 2.8 million Australian adults who have had a beer in the last 12 months, but not had one in the last 4 weeks, so we need to be constantly evolving and offering distinctive choices and flavours that appeal to a wider group of people.
“Hahn Radler is not your typical beer and we’re proud of that. We hope that Aussies who may not choose beer that often, will be intrigued by Hahn Radler and enjoy the refreshing Hahn beer and natural lemon mix, with the added benefit of lower ABV” said Marler.
The traditional Radler style of beer was first created in Germany, and means ‘cyclist’, having originated when a local Bavarian tavern owner built a path through the forest to his tavern for cyclists to refresh themselves after a ride.
The Hahn Brewers were inspired by the variety of Radler style beers in Europe, but wanted to adapt it to suit the Aussie drinker. A variety of combinations in terms of beer and lemon were tested and it was found that the 30% natural lemon gave us the best balance and refreshment.
The launch of Hahn Radler will be supported by a marketing communications program that includes digital and social, point of sale, outdoor and PR.