Organic beer is beer to stay
The organic trend is gaining momentum in more or less all food categories, including the beer market. Back in 2011, our Finnish Hartwall brewery launched its organic beer ”Lapin Kulta”. The beer was very successful and has since been followed up by other products. In 2015, the organic beers Royal Organic Pilsner and, later, Royal Organic Classic hit a dry spot in the market and turned out to fit the large urban easy-living segment like a glove. Organic beer took roof gardens, food festivals and increasing organic awareness by the hand, connecting to form the basis of a brand new beer category. The organic mindset at Royal Unibrew began with the classic lager. Since then, we have successfully introduced Royal Organic Classic. The organic mindset has penetrated all consumer segments. The same applies to our organic beer products which turned out to be exactly the thing making a positive difference to young female beer drinkers.