Pursuits
Heineken Dilutes Beer With Lemonade to Bolster Europe Sales
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When a stagnant European economy and picky consumers gave Heineken NV lemons, the world’s third-largest brewer decided to mix them with beer.
The company this year rolled out a line of radler drinks, a blend of lemon soda and lager, to 23 markets in its biggest product introduction. It’s venturing that the drink, sweeter and less alcoholic than beer, will win over the ever-elusive female drinker as well as young men who prefer wines or spirits.