Carlsberg has joined the push into citrus beer, with the launch of Carlsberg Edge, aimed at attracting new drinkers, especially women, to the beer market. Available from August 2006, in a 275ml bottle and a four-pack for take home, the newcomer follows the arrival of Beck's Green Lemon and Foster's Twist from InBev UK and S&NE UK respectively. The new offerings also claim lighter status and innovative packaging. Beck's Green Lemon, which InBev has been trialling in Tesco outlets, has a lower 2.5% alcohol content than its parent brand's 5%, while Foster's Twist variant comes in twisted cut-glass bottles. Buyers have welcomed the moves as a rare example of innovation in the beer market. "They are lighter beers in smaller bottles and make easier drinking," said G Futter, Asda's beer buyer.
