Feldschlösschen is launching a new kind of lager beer, full-flavored but with 30 percent fewer calories as well as 60 percent fewer carbohydrates than a conventional lager beer. With this innovation, Switzerland’s largest beer brewer offers nutrition-conscious consumers a beer that up to now has not existed in Switzerland.
The largest beer producer in Switzerland is coming to the market with a new kind of lager beer – Feldschlösschen Gold – which boasts a full flavor but has only 27 kcal/100 ml as well as 60 percent fewer carbohydrates than a conventional lager beer. Advances in brewing technology make it possible for Feldschlösschen to fulfill consumers’ growing nutritional demands. According to surveys, 75% of the population devotes care and attention to what they eat. The new product, brewed in Rheinfelden, is available in a transparent 33-cl bottle. The product development phase of the new beer lasted some twelve months and presented Feldschlösschen with a number of demanding brewing technology challenges. This innovation represents a new product which has never existed on the Swiss market until now.
The launch took place Monday evening. For the five days leading up to the introduction, over-sized gold safes were positioned in the train stations in Zurich, Bern and Lucerne, leading to wide-ranging speculation among the public as to their purpose and content. After the doors of the safes were opened, hundreds of interested passers-by were then introduced to the latest Feldschlösschen product – which will be available in bars and restaurants, as well as the Coop, beginning immediately.
In spite of a shrinking beer market, Feldschlösschen has set itself the goal of achieving increasing sales and market share in the future. Feldschlösschen Gold, and further company innovations, are set to contribute significantly toward reaching these objectives. Shortly before the launch of Feldschlösschen Gold, the Rheinfelden team had already achieved a high degree of awareness and broad-based interest, especially among female consumers, for another new product: Cardinal Eve, a lightly alcoholic aperitif beverage with the mild flavor of lychee. This new drink is brewed on the basis of malt and rice.
“With this second product launch within an extremely short timeframe, Feldschlösschen is underlining its claim to be Switzerland’s most innovative beer producer,“ said Thomas Amstutz, CEO of the Feldschlösschen Group. “It demonstrates our capability of reacting quickly to the changing needs of consumers.“