Beer for those who don't like hops

By SIMON HENDERY

DB Breweries has a new strategy to counter the flat beer market - brew flatter beer.

Beer consumption has been static in recent years with young drinkers preferring to down "ready-to-drink" (RTD) spirit-based alternatives. DB's answer is a fruit-flavoured beer packaged like an RTD and with fewer bubbles than traditional beer.

Managing director Brian Blake said the new Hopper brew - in berry, peach and citrus flavours - was aimed at the "non-traditional beer drinker", particularly young women. The 5 per cent alcohol beer is less carbonated than standard beer because research shows women are put off by the fizzyness of beer, which makes them feel bloated.

"It's certainly pushing the boundaries of where beer has been," Blake said. "It's a new category. It's a beer but it sits somewhere between beers and RTDs."

Retailing at $7.99 for a four-pack, or $5 a bottle over the bar, Hopper offered good profit margins for the brewery and retailers, Blake said.

The brewer is also able to sell the beer in supermarkets, an avenue not open to RTDs.

Auckland travel shop manager Kirsty Morrison, 30, was initially sceptical about the beer but changed her mind after sampling. "I like it. It's nice and light and refreshing."

Co-worker Teryl Tukuitonga, 23, a wine and RTD drinker, was also impressed. "I don't like beer but this is kind of nice."

Julian Davidson, managing director of Lion Nathan brewing subsidiary Lion Breweries, said Lion was happy to see a new product appearing that would increase interest in that section of the market.

While DB focuses only on brewing beer, Lion subsidiary Indio Beverages markets RTDs. Davidson said Lion would continue to watch the market and look for new product ideas, but had no plans to launch an RTD-style beer.