Brixton Brewery Taps into Fruit Lager Buzz with the Launch of Electric Tropical Lager

• Flavoured lager is the fastest growing beer category in the on-trade - up 30% by volume in 2025*

• Electric Tropical Lager is a 4% ABV tropical fruit-flavoured lager inspired by Electric Avenue

• 87% of consumers said they would buy it again after sampling**

Brixton Brewery has launched Electric Tropical Lager, a 4% ABV fruit-flavoured lager designed to help on-trade operators take advantage of the category's rapid growth.

Inspired by the fruit stalls of Brixton's Electric Avenue, the recipe combines the crisp taste of lager with a unique blend of tropical flavours including mango, pineapple, a hint of ginger and no artificial sweeteners.

Flavoured lager is the fastest growing category in the on-trade, delivering 30% volume growth in 2025, and now accounting for more than 2% of all lager sales in the off-trade.* The category also attracts drinkers who may not otherwise choose beer, including younger, and more female consumers, as well as winning over established beer fans looking for light, thirst quenching brews.***

Commenting on the launch, Jez Galaun, Brixton Brewery Co-Founder said: "We wanted a fruit-flavoured beer in our range, but like everything we do, it needed to be authentically Brixton. We played around with different flavour combinations inspired by the tropical fruits from the market stalls on Brixton's famous Electric Avenue and brewed up a unique, very Brixton blend that drinkers love."

Independent consumer research conducted by MMR** found drinkers to be very enthusiastic about the new beer, with 87% saying they would buy Electric Tropical Lager again after sampling it. Ninety-one percent found it refreshing and easy to drink and over 95% said they would drink it whilst with friends in a pub.

"We've already had a lot of interest from the on-trade for our Tropical Lager," said Patrick Thompson, Head of Commercial at Brixton, "It's refreshing, easy-drinking and the flavour combination gives you a true taste of Brixton. Rate of sale in our trial sites has exceeded our high expectations showing that drinkers are already coming back for more and more."

AVAILABILITY & BAR SUPPORT

Electric Tropical Lager is available to order directly through Brixton Brewery and Heineken. A full bar support package is available to all operators including bespoke glassware, POS including t-shirts, beer mats and bar runners as well as an activation and sampling campaign initially targeting London and the South East.

About Brixton Brewery

Brixton Brewery was started in 2013 by two local couples, and they've been brewing in this melting-pot part of south London ever since. Everything they do is supercharged with the buzz and electricity of their home and its openness to new people and ideas. Their locally crafted beers are modern classics with a Brixton twist – telling the story of Brixton in their names, vibrant designs, and flavours. From their deliciously easy-drinking Reliance Pale Ale to the crowd-pleasingly fruit-flavoured Electric Tropical Lager, their range of bold, modern, and perfectly balanced brews offers something for everyone to enjoy.

Notes to Editors

Lager (total)

• Male - 69%

• Female - 31%

Flavoured Lager

• Male 56%

• Female - 43%

• 1.4% "Prefer not to say"

Lager (total)

• Under 44 - 38.9%

Flavoured Lager

• Under 44 - 69.4%

Footnotes:

1. *30% volume growth and 2% off trade lager share are MAT to 27/12/25 from CGA OPM

2. **MMR Research is a global consumer market research agency

3. ***BrandTrack: Feb 2026

For more information:

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