Carlsberg has chosen Australia to be among the first markets globally to launch its new Carlsberg Mid 3.5%. The beer will be managed by Coopers Brewery and distributed through Premium Beverages.

Coopers will also brew Carlsberg Mid locally, at its Regency Park headquarters. National Sales and Marketing Director, Cam Pearce, says the brewery believes there’s a strong demand for mid-strength beers in Australia.

“Sales of Mild Ale 3.5% grew by 13.7 per cent during 2015 to become Coopers’ third largest product by volume”, Pearce said.

“We believe the category will continue to grow and we were looking for a mid-strength lager to round out our offering.

“Following discussions with Carlsberg, agreement was reached to brew and distribute Carlsberg Mid 3.5%.”

Premium Beverages worked closely with Carlsberg for six month during the development of the new brew to provide insight into local tastes. The beer is light, easy drinking and refreshing and has been made from an all malt recipe, using Carlsberg’s yeast strain to retain balance between body and flavour despite being low in alcohol.

“Australians are looking for products and brands that are ‘better for them'”, Carlsberg Brand Manager for Premium Beverages Michal Evans said.

“Carlsberg Mid 3.5% is one of the first times Carlsberg has produced a mid-strength version of their iconic Carlsberg beer. The product is designed to cater to Australians who enjoy premium beer and value the benefits of a lighter alcohol and low-carb beverage.”

Carlsberg Mid 3.5% will be available nationally from March.