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SAB launches Castle Lite Lime

4 Sep 2014

Capitalising on the growth in the flavoured beer market, the latest beer extension is Castle Lite Lime. Flavoured beer is considered one of the fastest-growing sectors in the beer market globally, growing 7% by volume 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 (Reprtbuyer.com, November 2013), Castle Lite, has hit the mark by adding its innovation to the category.

Leanne Martin, Castle Lite's Through-the-line Marketing Manager said, "With the flavoured beer category growing globally, the new product innovation has allowed us to take extra cold refreshment to the next level."

Martin continued by saying that this is a new style of flavoured beer - lightly flavoured that extends the offering in the market. "The world of flavoured beers has a continuum, where flavoured beer can range in its beer character and flavour intensity, from 'beer-like' to 'not beer like'. The new Castle Lite Lime offers the original Castle Lite beer taste, with a hint of lime citrus flavour."

It will be available in 340ml NRB, 440ml can and 660ml RB nationwide from 5 September 2014 and will be supported by a through-the-line campaign, including a new TVC, from 3 September 2014.