From Bloomberg:
When a stagnant European economy and picky consumers gave Heineken NV (HEIA) 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.
Radler is the cornerstone of Heineken’s strategy to get 6 percent of sales a year from new products. Last year, the company got 5.3 percent of revenue from newly introduced drinks, or about 1 billion euros ($1.3 billion).
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