Lion-owned Byron Bay Brewery has introduced two ‘fruit forward’ beers: Passionfruit Mango and Raspberry. The beers will be available across Australia.
Chris Allan, Head of Marketing – Core Beer at Lion Australia, hopes the beers will appeal to new beer consumers.
“Byron Bay Brewery has a strong base of next generation drinkers, and we know that they are increasingly looking for alcoholic beverages that taste lighter, and feature flavours that are more refreshing than traditional beers, with the versatility to suit different drinking occasions.”
According to the brewery, the beers are flavoured with ‘natural fruit flavours’, but with less bitterness than more conventional styles.
Fruit beer is growing in popularity across the globe. A snapshot report from Future Market Insights valued the worldwide fruit beer market at US$317.5m in 2022, and predicted the subcategory to hit a sales compound annual growth rate (CAGR) of 6.1 per cent. Between 2016 and 2021, consumption increased at a 5.7 per cent value CAGR.
Regionally, Asia-Pacific is at the forefront of this growth, tipped by analysts, Market Data Forecast to grow fastest of all geographic segments, with an annual growth rate of 6.3 per cent.
Allan believes that these new beers are in keeping with the brewery’s overall market position.
“Byron Bay Brewery has always offered easy drinking and refreshing beverages, and we know that Aussies are going to love this latest burst of flavour courtesy of the new fruit lager range,” he commented.
The new beers join Byron Bay’s existing portfolio, consisting of a Premium Lager, and a Peach & Mango Seltzer.
Passionfruit Mango and Raspberry Byron Bay Brewery Fruit Lagers are now available in 355ml bottles, 6 packs (RRP from $19.99) and 24 packs (RRP from $56.70).