Dreher is expanding its portfolio with two new variants: Dreher Session IPA and Dreher Citrus are arriving

The global trends in the beer industry are increasingly determined by the increase in the demand for quality beers, which is already clearly visible in Hungary. The development of domestic beer culture is simultaneously strengthened by beers in the premium category and variants representing more special styles.

Dreher Breweries has long built its brands on a combination of tradition and innovation, while constantly monitoring changing consumer needs. In recent years, consumers have become increasingly open to trying new flavors and beer types: IPA-type beers have a stable fan base, while the category of flavored alcoholic beers is also being discovered by more and more people. The citrus flavor is one of the best-known and most popular variants in the segment, which is particularly popular among consumers.

Dreher’s latest variants also respond to these trends. Dreher Session IPA is a beer with characteristic hoppy, tropical notes, which represents a less full-bodied version of the IPA style. The 5 percent alcohol content novelty is launched on the market in three packaging sizes – 0.5 liter cans, 0.5 liter bottles and 30 liter KEGs, primarily targeting consumers interested in more pronounced flavors.

Dreher Citrus, on the other hand, is a citrus-flavoured beer with a slightly tart character. The 4% alcohol product will be available in 0.5-litre cans and bottles and will primarily offer an alternative for those looking for a flavoured beer with refreshing fruity notes.

The launch of the two new products is supported by a joint communication campaign, the central motif of which is toasting, emphasizing the communal nature of beer drinking. The campaign is based on the recognition that although our tastes sometimes differ, the experience of drinking beer connects us and we toast together to the positive moments in life.

“At Dreher, we believe that beer is an experience: respect for tradition, fresh impulses, the joy of discovery, the excitement of new flavors and shared moments. Dreher Session IPA and Dreher Citrus bring exactly this vibrant energy – two different flavors that simultaneously appeal to brand-loyal consumers and beer lovers open to new things. The basic idea of ​​our campaign is also based on this: our tastes may be different, but the love of beer and the experience of drinking beer together connects us. And in our diverse portfolio, everyone can find the variant that makes the beer drinking experience the most complete for them”

– said Márton Varga, senior brand manager of Dreher Breweries.