Increasing concern about the health drawbacks of alcohol is leading consumers to moderate their consumption. The use of fruit along with a low alcohol content suggests radler is the "right-for-me" option for those drinkers seeking out low alcohol options to consume during social occasions.
In 2013, Heineken released its first radler beer in Italy, under the Dreher Lemon Radler brand name. Considered one of the most successful launches ever by Heineken, the radler quickly gained favor among Italian consumers, contributing 5% of the total turnover of Heineken Italia Group in 2014.
Low alcohol intake has been the product's selling point in the country, satisfying Italian health-oriented consumers' desire for beer that allows for moderate alcohol consumption and can be shared on social occasions.
This case study is part of Canadean's Successes and Failures research and explores the reasons behind Dreher Lemon Radler Beer's success in the Italian market. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.
Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
Access valuable strategic take-outs to help direct future decision-making and inform new product development.
Table of Contents
About this research
Summary: Dreher Lemon radler beer
Introducing radler beer to the Italian market
Local brands help to familiarize a global product
Italian consumers move towards fruit-flavored beers
Radler minimizes beer's side effects
Radler as a social drink for health-oriented Italians
Take-out: senior consumers are a key target
Take-out: radler increases drinking occasions