Bridging The Gap Between Lager And Pps

With the stated aim of creating a whole new market sector between pre-mixes and premium packaged lager, Holsten UK has launched a new flavoured later brand, Holsten Fusion. Available in 3 different fruit flavours; Citrus, Apple and Kurrant, and packaged in a 275ml bottle, Fusion has a 5% abv and is targeted at the 18-25 year old, primarily male consumer. The logic behind it is to marry the appeal of lagers and PPS', by producing something easier to drink than lager as the night progresses, and yet more credible, particularly among groups of young men on a night out who might find PPS' have too feminine an image.