Israel: Tuborg issues a lemon-flavored seasonal beer

Lemon-flavored ‘Tuborg T’ was developed in Israeli breweries, in cooperation with Tuborg Denmark, and will be marketed only in Israel as part of new concept campaign to start tradition of seasonal beers.

Israel’s Tuborg beer brewery will begin marketing Tuborg T, a new lemon-flavored beer, this summer. The beers will be sold in a limited edition during the summer months, as part of the company’s concept to offer seasonal beers throughout the year and create a tradition.

Tuborg with lemon has 3.8 percent alcohol. The product was developed in Israeli breweries in cooperation with Tuborg Denmark, over the past year-and-a-half, and its production will be limited to Israel. The development phase included tests of the concept in Israel and Denmark, as well as taste tests to suit the flavor to Israeli consumers' taste preferences.

The beer will be sold in a newly styled clear bottle with a safety lid and marked with a unique icon, for NIS 29-32 for a package of four bottles.

Oren Turgeman, Tuborg's brand manager, said that the Israeli consumer “is looking for a sensory solution especially for the hot summer months, and wants to vary the beer flavors he is used to with new and refreshing products. Tuborg T brings the new message with a unique, delicious, thirst-quenching and refreshing beer for the Israeli summer days.”

Sales will be accompanied by a marketing campaign headed by Shalmor-Avnon-Amihai, which will include newspaper ads and posters in the restrooms of pubs, bars and clubs. Likewise, at the Taste of the Town festival, the new beer will be sold at a specially marked stands, and will be promoted on college campuses and on beaches.