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Heineken Dilutes Beer With Lemonade To Bolster Europe Sales

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http://www.bloomberg.com/news/2013-08-19/heineken-dilutes-beer-with-lemonade-to-strengthen-europe-sales.html

When a stagnant European economy and picky consumers gave Heineken NV lemons, the world’s third-largest brewer decided to mix them with beer.

The company this year rolled out a line of radler drinks, a blend of lemon soda and lager, to 23 markets in its biggest product introduction. It’s venturing that the drink, sweeter and less alcoholic than beer, will win over the ever-elusive female drinker as well as young men who prefer wines or spirits.

Brewers are stepping up efforts to find alternatives to beer amid changing customer preferences. Market leader Anheuser-Busch InBev NV has produced a lime-flavored variety of its Bud Light brand, while Heineken has added tequila to beer to create Desperados. Heineken is reducing its reliance on its eponymous global brand after six years of beer market declines in western Europe, to which it has a greater exposure than peers.

“Beer’s losing out to other beverages,” said Ian Shackleton, an analyst at Nomura in London. “You could argue that’s because brewers haven’t been as innovative. The question is: how do you innovate in lager? It’s all a bit samey.”

This is perhaps the greatest innovation any executive could have come up with putting lemonade in lager. It's radical, not sure if I'm going to like it.

Plus it's genius as pubs don't have the ability to mix the two drinks together this could be a brilliant move.

The economy is saved.

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“Unless you innovate, you’re not going to grow your business,” Philips said.

Innovate - mix stuff with sugary stuff. It always works. Easier than producing good beer.

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Lager would be fine if it didnt fill you with bubbles every mouthful

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I was in a Marston chain pub a couple of weeks ago and someone was in there promoting some of this stuff. Insipid at best.

I would still order a shandy over this stuff.

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The company this year rolled out a line of radler drinks, a blend of lemon soda and lager

Looks like the article was written by a journalist without a clue. "Radler" is German for shandy.

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Looks like the article was written by a journalist without a clue. "Radler" is German for shandy.

Close. It's German for cyclist, therefore you can drink a few of these, get on your bike and avoid crashing into lampposts!

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Close. It's German for cyclist, therefore you can drink a few of these, get on your bike and avoid crashing into lampposts!

It's an old word for cyclist; these days it almost always refers to the drink. Search for Radler in Google images and you'll see bottles, not bikes!

Edit: Anther German word for shandy is "Alster", short for "Alsterwasser", i.e. water from the river Alster that flows though Hamburg into the Elbe. There may be some difference between a "Radler" and an "Alster", but I'm damned if I know what it is. Ask for either in a German pub, and you'll get some sort of shandy (and a look of condescension if you're not cooling down from some sort of physical activity, such as riding a bike).

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It's an old word for cyclist; these days it almost always refers to the drink. Search for Radler in Google images and you'll see bottles, not bikes!

http://www.germanbeerinstitute.com/Radler.html

Radlermass — The Cyclists' Beery Thirst Quencher

On your next trip to Germany, try a Radlermass if you are in the south of the country or an Alsterwasser, if you are in the north. And when you do, savor the beverage's peculiar story:

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Close. It's German for cyclist, therefore you can drink a few of these, get on your bike and avoid crashing into lampposts!

Think Radler is the word for shandy in Southern German.

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Ooh, here we go. Site in French selling German shandy

"Panaché Krombacher Radler, bouteille de 33cl"

The French for shandy is "bière panaché" or just "panaché".

(Panach' is a well-known brand of ready-made shandy in France. As I recall, it's disgusting.)

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Someone always has to know more about German words than someone else in these threads :angry:

I translate stuff from German to English for a living. It's my job to know about German words!

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In other news, German Bier Company releases new brand of lemonade and bier.

available in pump, can and bottle it has a new name for the german and European market

Hans Shandy.

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Personally I like a shandy at 2% abv on a hot day. . Have bought Radler in bottles in Eastern Europe before. Quite nice.

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