The Fiji Bitter has a new extension to its brand with a much higher concentration of alcohol.
According to Paradise Beverages new product development specialist Vika Yabaki, the Fiji Bitter Extra was a true testament to an iconic brand and beer.
“The only difference between the Fiji Bitter Extra versus the original is the high alcohol by volume (ABV), which is the alcohol percentage,” she said.
“The normal Fiji Bitter is 4.6 per cent whereas the new Extra is 6 per cent.”
According to Ms Yabaki, the new beer will still have the same characteristic as the original Fiji Bitter beer, just higher in alcohol concentration.
“The reason why we created the 6 per cent was we wanted to acknowledge both our customers and consumers, so we have gotten a lot of feedback that we should create a beer with a higher ABV.
“We have created beers like the Vonu Low Carb, which is ultra-low carb, we have got Fiji Gold Moli which was also launched this year which was an extension of the Fiji Gold.
“So what we are also trying to do is trying to launch just new products and which is very similar to other markets around the world, just trying out new stuff but Fiji Bitter 6 per cent is truly an acknowledgment to our customers and consumers in Fiji.”
However, with the high concentration of alcohol, drinkers were advised to be responsible with their consumption.
“I think the most important thing would be to drink responsibly and drink wisely when you are drinking our products and consuming alcohol in general, but also for everyone just to try it out,” said Ms Yabaki.
“With all our products, you always have your consumer target markets and for us it’s the basic hardcore, diehard Fiji Bitter drinker that has always been there since the beginning, this is the first beer we have ever brewed at Paradise and it’s just an extension.”
The Fiji Bitter Extra will be available across Fiji in the coming weeks in single and 12 pack 750ml bottles.
