Your Summer. Your Radler: Krombacher Launches NaturRadler Grapefruit

A fruity, tart refreshment for summer
“We’re seeing rising demand in the natural radler category,” says Meike Schulte, Senior Brand Manager for the Krombacher Brewery’s umbrella brand. “With our limited-edition variety, we are specifically expanding our existing range of Krombacher NaturRadler and Krombacher NaturRadler 0.0% to include a summery, tangy variant with a fruity-tart grapefruit flavor, which is intended to provide additional momentum and variety for enjoyable refreshments—both with and without alcohol—during the summer months.”

Krombacher NaturRadler Grapefruit & Krombacher NaturRadler Grapefruit 0.0% offer a naturally fruity refreshment with a genuine summer vibe, thanks to their unique blend of 60% naturally cloudy grapefruit lemonade and 40% Krombacher Pils or Krombacher 0.0% Pils. The new Grapefruit variety meets the desire of many consumers for a fruity-tart flavor alternative. Krombacher is thus expanding its NaturRadler portfolio with a special flavor—with and without alcohol. The new products will be available starting in June in a 6x0.33L returnable six-pack as well as in a convenient 0.5L non-returnable can for on-the-go—while supplies last.

High-reach campaign accompanies the launch
The launch is accompanied by the proven campaign “Your Summer. Your Radler.”, which highlights all Krombacher Radler products. In addition to radio spots, the media mix also includes Spotify, social media, as well as eye-catching point-of-sale (POS) initiatives and additional co-branded placements in retail stores. With the new NaturRadler Grapefruit varieties, the Krombacher Brewery is consistently expanding its expertise in the field of natural, summery beer mix drinks.