Tiki Beverage Trend Inspires New Symrise Flavor Concepts


21 Mar 2017 --- Symrise’s Marketing and Consumer Insights Group has been exploring the exciting Tiki beverage trend that has become a major draw across the nation, resulting in the launch of a line of beverage concepts known as “Tiki Time.” From traditional bars and clubs to Tiki-themed hot spots, these fun cocktails are currently enjoying a major resurgence. 

Symrise have seized the opportunity to create a series of Tiki beverage concepts featuring innovative flavors such as passion fruit, ginger beer, mango, banana, Curacao, coffee, grapefruit, lychee, hibiscus, falernum and coconut. Using these flavors, as well as the more traditional and familiar pineapple, orange, spice, lime and lemon tastes, Symrise has developed an enticing collection of concepts to assist product developers. 

Marianna Biancardi, Senior Marketing Consumer Insight Specialist with Symrise’s Marketing, Sensory and Consumer Insights Group said, “Tiki beverages, the elaborate, fun-based cocktails that were introduced in the early thirties - making a comeback in the fifties and sixties - have captured the interest and enjoyment of influential Millennials and Baby Boomers. Our team ventured out into the field to get a first-hand look at the return of the Tiki phenomenon by visiting some of the trendiest Polynesian-inspired Tiki bars in the country.”

Click to EnlargeRecent launches tracked by Innova Market Insights include Mcstevens Tiki Party Key Lime Mojito Mix, which features the claim: “Get your Hawaiian party started with Mcsteven's Tiki Drinks! Craft a delicious key lime mojito with this mix.”

Ms. Biancardi described how the Symrise flavor team explored lounges, foodservice outlets and neighborhood watering holes in Portland, Alameda, New York, Chicago, Las Vegas, Minneapolis, Denver and New Orleans. They discovered exotic Tiki creations like “Bikinis After Dark,” the “Wild Watusi,” “Otto’s Octane,” and the “Paralyzed Polynesian.”  Served in everything from goblets with Tiki god faces to sophisticated cocktail glasses, these cocktails featured a wide variety of both popular and niche ingredients. “We recognized the opportunity to exploit this trend by using our breakthrough knowledge of tropical flavors to create a harmony of exotic tastes in Tiki-type drinks such as mai tais, zombies, scorpions and hurricanes. In addition, we created ground breaking Tiki concepts using Typarom, one of our key technologies.” 

Ms. Biancardi explained that formulators who want to feature tequila, whiskey, rum, brandy and similar alcohol notes while limiting the amount of sprits in the final product, can find a solution in Symrise’s Typarom technology, which mimic the flavor of spirits and their maturation. In addition, another of Symrise’s recent initiatives, All About Rum, has yielded significant insights into the way rum is used in Tiki drinks. She concluded, “When you look at our entire process – going on field treks, talking with mixologists, conducting consumer insights and developing new flavors and concepts – it becomes clear that we are well positioned to assist customers who want to maximize the opportunities created by the Tiki trend.”

Symrise AG


Symrise develops, produces and sells fragrances, flavorings, cosmetic active ingredients, raw materials and functional ingredients as well as sensorial and nutritional solutions. Its clients include manufacturers of perfumes, cosmetics, food and beverages, the pharmaceutical industry and producers of nutritional supplements as well as pet food and baby food.

Its sales of € 2.602 billion in 2015 and a global market share of approximately 12 % place Symrise among the leading companies in the global flavors and fragrances market. Headquartered in Holzminden, Germany, the Group is represented in over 40 countries in Europe, Africa, the Middle East, Asia, the United States and Latin America. Around 8,300 people work in the two business segments at Symrise Group – Scent & Care and Flavor & Nutrition.

Symrise works with its clients to develop new ideas and market-ready concepts for products that form an indispensable part of everyday life, such as perfumes, personal care products, detergents and household cleaners, beverages, snacks and confectionery as well as baby and pet food. At Symrise, an important part of value creation is developing products that provide an additional benefit for the consumer. Symrise thus offers taste solutions that make it possible to reduce the sugar or sodium content in food as well as moisturizing cosmetic ingredients that allow the amount of preservatives in care products to be reduced.

The company was formed in 2003 by the merger of Dragoco Gerberding & Co. AG and Haarmann & Reimer GmbH. Symrise has been traded on the German stock exchange since December of 2006 and was added to the MDAX about a year later.

The Flavor & Nutrition segment is where experts work on modern nutrition concepts. More than 15,000 individual products provide excellent flavor, support physical health and increase culinary pleasure, among other aspects. The segment is subdivided into two divisions: Flavors and Diana.

Flavor develops, produces, and sells flavors and functional ingredients for use in foods, beverages and health products. This includes culinary products and snacks, sweets and desserts, dairy products and ice cream, and beverages and nutritional supplements. The central platform for developing new products is taste for life® – a unique tool for meeting consumer needs with market-driven and successful products.

Diana develops tailor-made solutions from natural raw materials, which help to improve the sensorial and nutritional performance of its customers’ products. This includes sensorial and nutritional solutions to reinforce its customers’ benefits in the food industry, as well as natural and functional food solutions and palatability enhancers for pet food. Another area are plant cell cultures dedicated to actives synthesis for the food, health and cosmetics industries.

Symrise has comprehensive, up-to-date nutritional expertise that focuses on the demands of consumers. Its core competency rests in identifying these demands and translating them into successful product concepts. Symrise flavors are used by customers to make savory, sweet or dairy foods, and beverages, with individual tastes. They may come in liquid, powdered, granulated or pasty form and are used in end products and complete solutions, which can contain other functional raw materials, colorants or microencapsulated components. A key strategic instrument is taste for life™ with its slogan “Making the tastes people love”. Here, Symrise develops creative and market-ready product concepts which are precisely customized to meet consumer needs and help clients to position their products successfully by creating a balance between health and enjoyment. The business unit Consumer Health business, represents another pillar. In addition to consumer insights, it focuses on research in fields such as nutritional physiology. 

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