Brookfield Drinks has added Kestrel Extra 7% Premium Lager to its range to help retailers capitalise on the growing shopper demand for higher strength, premium lines.

Kestrel Extra Premium Lager is available now in a limited-edition 24 for 22 promotional pack from wholesalers, with an RRP of £1.99 per can. According to the supplier, retailers can achieve an average POR of 33.3.% when sold at RRP.

The new 7% ABV variant uses sustainable packaging, with 72% recycled material used for the can and lid. The box foil uses 50% recycled material and 100% virgin pallet foil and an FSC certified carton box, making the entire product 100% recyclable.

The launch will be supported by a marketing campaign, spanning across digital media and support in depots.

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Nigel McNally, managing director, Brookfield Drinks, said: “Kestrel Extra Premium Lager enters a category that’s achieved significant growth throughout 2019-20 and is predicted to continue in 2021.

“The craft boom has made consumers far more aware of what they’re drinking. Shoppers are actively taking the time to investigate what they’re actually drinking and they’re less price sensitive.

“Higher strength beers and ciders are gaining national traction as consumers become more polarised between premium higher ABV products and low- and-no-alcohol alternatives. This increased demand creates an opportunity for higher sales and profits.”

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