Fruit Lager sales are growing at the latest +52.2% over the latest 4 weeks vs. LY. 🍺🍑☀️📈

Fruit Lager sales are growing at the latest +52.2% over the latest 4 weeks vs. LY.

Our founder Dave Knowles was very excited to see Tesco's recent overhaul of their beer fixture:

''It is arguably the most significant change to the macro beer space in Tesco's stores over the last 5 years. One of the most exciting parts of the new range was the launch of a dedicated fruit lager fixture, it is quite refreshing to see such a bold change by the buying and ranging teams.''

Why you may ask are Tesco launching a whole bay to fruit lager? 🤔

Take a look a the stats below detailing fruit lager YoY £ sales growth in the UK off trade 📈

Fruit Lager % sales growth vs LY

52 weeks +21.3% (total beer -1.0%)

12 weeks +49.5% (total beer -3.9%

4 weeks +52.2% (total beer -7.6%)

Fruit Radlers have been tried in the UK before, with limited success, however since JUBEL exploded onto the scene in 2018, they've cracked open a new category, and have gone from strength to strength. It is great to see them taking a lead on this new range in Tesco.

Congratulations to Tesco on taking a chance and breathing some life into the beer fixture, and for JUBEL for driving the fruit lager revolution, whilst bringing some much needed growth into the beer category.

Keep up with the latest consumer trends. Follow Alpine Online Ltd 🏔️ 📊

Data by NielsenIQ |Retail Measurement | NIELSEN – MNDH BEER|  - GB TOTAL COVERAGE – 52 WEEKS TO WE 18/04/2026 **Store: Tesco North Shields