Hahn Brewers’ Projects Releases First SKU

Hahn Brewers’ Project, a recent initiative from Hahn designed to showcase new beers and styles for occasional beer drinkers, has released its first SKU under the banner— Hahn Radler.

The release was modelled off of the traditional European Radler style drink and features a recipe cut with natural lemon (70% lager, 30% natural lemon).

Tanya Marler, Lion Brand Director, said Hahn is committed to delivering new products that provide more Australians with beers focused around social occasions.

“The Hahn Brewers have a history of challenging themselves to create better beers for the evolving tastes of modern Australians - including Hahn Premium, Hahn Premium Light, Hahn Super Dry, Hahn Super Dry 3.5 - beers which have redefined the beer category over the past 30 years.

“Hahn Brewers’ Projects has been created because Australian drinkers are always looking for something new that they can share with their friends. There are approximately 2.8 million Australian adults who have had a beer in the last 12 months, but not had one in the last 4 weeks, so we need to be constantly evolving and offering distinctive choices and flavours that appeal to a wider group of people.

“Hahn Radler is not your typical beer and we’re proud of that. We hope that Aussies who may not choose beer that often, will be intrigued by Hahn Radler and enjoy the refreshing Hahn beer and natural lemon mix, with the added benefit of lower ABV” continues Marler.

The traditional Radler style of beer, first created in Germany, is traditionally 50% lager and 50% lemon, but was adapted by Hahn brewers’ to better suit Australian palettes.

As a natural result of the blend the product is 3.2% ABV, a lower ABV than that of regular beers.

Hahn Radler is now available in bottles nationally and will be supported by a marketing program to include digital and social, point of sale, outdoor and PR.

Hahn is distributed by Lion.

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