Ireland’s C&C Group has launched a citrus extension of its flagship beer brand, Tennent’s, aimed at summer drinking.
Tennent’s Tops is a 3.4%-ABV lager & lemonade premix – a popular order in pubs in the UK and Ireland – that will roll out across retail multiples Tesco, Asda, Morrisons and Sainsbury’s this month with an SRP of GBP4.50 (US$6.10) per four-pack of 44cl cans. Owner C&C Group did not specify how long the limited-edition SKU will run for, but called it “another Tennent’s option for summer”.
The launch will be supported by a digital marketing campaign and “in-store activity”. Global Drinks Intel has contacted the Magners Cider owner for further details.
The NPD follows the launch by C&C Group of Tennent’s Bavarian Pilsner in October last year.
“Consumer demand for flavoured beer is growing … ,” said Tennent’s senior brand manager Hazel Alexander at C&C Group. “At 3.4% ABV, Tennent’s Tops will also appeal to those looking for a reduced-alcohol beer and complements our range, which also includes Tennent’s Light and Tennent’s Zero.
“Summer is a key time with warmer weather often leading to more frequent socialising, longer sessions and daytime meet-ups, so it’s great to be able to offer consumers another Tennent’s option for summer, this time with the same great flavours as a pub classic.”
Last year, C&C’s CFO, Andrew Andrea, announced he would be leaving the company to take up the same role at Domino’s Pizza Group. His replacement was announced in February as ex-Molson Coors Beverage Co finance exec Adam Phillips.
