Amstel is proud to announce the launch of their latest brand extension to their family of beers – Beer crafted with real lemon juice – more commonly known internationally as Radler.
Radler has its origins in 1922, when a Bavarian named Franz Xavier Kugler built a bar at the end of a popular biketrail in Germany. After some 13,000 cyclists rode into town demanding beer, Kugler realised he didn’t have nearly enough to satisfy the thirsty German cyclists.
Panicking, Kugler improvised by mixing half his inventory of beer with thousands of bottles of clear lemon soda from his cellar. The 50/50 beer and lemon mixture was an instant hit, and Radler (meaning “cyclist” in German) was born.
Unlike Kugler, Amstel, the Slow Brewed, Extra Matured beer is mixed with real lemon juice in order to create the new tasty and refreshing variant: Amstel Radler with 3% alcohol by volume.
The surprisingly refreshing drink combines a ratio of 60% Amstel Lager and 40% real lemon juice to create the perfect summer beverage. This ratio, together with the low alcohol content,makes the newest addition to the Amstel family the choice of beverage to have during any chill moment.
Speaking on the new Amstel Radler, Khaya Dlanga, Marketing Manager for Amstel said “We are adding this great innovation to our Amstel repertoire and practically creating a new category in South Africa by mixing real lemon juice, with beer. We are adding to our Amstel family in order to now appeal to consumers who would not normally enjoy a beer, they would be morethan pleasantly surprised by how much they will love Amstel Radler from thefirst sip to the very last one”.
Amstel Radler will be available in the 330ml Non-refundable Bottle (NRB), as well as the 440ml can. Be sure to grab new Amstel Radler at your nearest retailer and enjoy the zesty refreshment at any chill occasion withfriends.
Amstel promotes responsible drinking. Not for sale to persons under 18.