On Wednesday, Brasserie de Luxembourg Mousel-Diekirch announced the launch of a new beer in the Diekirch line called Diekirch Radler, to respond to a change among consumers more conscious of their choice in beer consumption.
With the arrival on the market of Diekirch Radler, a new, fruity, refreshing low-alcohol beer, Brasserie de Luxembourg is now offering beer drinkers a real alternative in Luxembourg.
A low-alcohol beer, a full-flavoured alternative.
After seeing the success of previous versions of Radler beers on the Belgian and German markets, Brasserie de Luxembourg Mousel-Diekirch has now launched the Radler version of its Diekirch pilsner on the Luxembourg market. Radler is a blend of beer and natural fruit juice. Diekirch Radler is available in bottles and cans in Lemon & Lime flavour, with an alcohol content of just 1.1%. Diekirch Radler is an exciting alternative, perfect for beer drinkers looking for low-alcohol varieties.
“Many of our customers want low-alcohol beverages that are perfect for relaxing after a bit of shopping, sports, or even a walk through the park,” said Arnold Blondeel, Country Director for Brasserie de Luxembourg Mousel-Diekirch. “With this new variety, beer drinkers will have more options, and can make more conscious choices depending on the circumstances. The choice of a Radler provides significant added value for our fans, when they have to choose whether they want to drink or drive.”
The word Radler means “cyclist” in German. During the 1920s, cyclists in the Alps would drink beer mixed with fresh lemon juice. The beer was mixed right there, and the beverage become highly successful, providing refreshment to cyclists after their athletic exertions.
The world beer market has already seen great success with low-alcohol and mixed beers; however, the beer market in Luxembourg has not kept up. Brasserie de Luxembourg wants to help shape this market at the local level.
Radlers are originally from Germany, a market where low-alcohol or non-alcoholic beers already account for 10% of the total beer market. In Spain, the European frontrunner, low-alcohol and non-alcoholic beers already account for nearly 18% of the total beer market. According to figures from the Plato Logic Institute, in Luxembourg in 2014 the share of the low-alcohol or non-alcoholic beers was only 1.05% of the beer market, which is less than a quarter of the European average - and Europe is behind the rest of the world. Regions like South America eagerly welcome mixed beers. The goal set by AB InBev, of which Brasserie de Luxembourg has been a part since 2002, is for a fifth of its total world volume to come from low-alcohol or non-alcoholic beers by 2025.
In closing, Arnold Blondeel, Country Director of Brasserie de Luxembourg Mousel-Diekirch, added “Seeing that alternative low-alcohol or non-alcoholic beers are not yet as widespread in Luxembourg as they are elsewhere, and with an eye to AB InBev's goal of encouraging customers to enjoy responsibly, Brasserie de Luxembourg wants to help make these kinds of beers more widely available. At the same time, we'd like to do all that we can to make useful, health-related information available to our customers regarding the products they consume”.
