New mixed beer drinks and alcohol-free refreshment with a malt base
According to a study from the Society of Consumer Research, the demand for mixed beer drinks quantitatively increased by more than 3% during the first half of 2008 as compared to the same period in 2007, and sales grew by almost 11% at the same time.
18/11/08 WILD says it is invigorating the market segments for both mixed beer drinks and maltbased nonalcoholic drinks using new concepts. Mixed beer drinks have enjoyed increasing popularity for years. According to a study from the Society of Consumer Research, the demand for mixed beer drinks quantitatively increased by more than 3% during the first half of 2008 as compared to the same period in 2007, and sales grew by almost 11% at the same time. According to a study by the Federal Office of Statistics, the consumption of mixed beer drinks has been increasing an average of just below 11% per year since 2003.
Innovative flavor directions
WILD is expanding its product portfolio with new flavor varieties for mixed beer drinks. Grapefruit and elderberry flavored drinks are already well-established on the market, and WILD is striking out in new directions with innovations like lemon-ginger and rhubarb-mango-chili. These fruity tastes blend perfectly with traditional and wheat beer, and both flavor combinations give beverages an interesting note that invites the consumer to discover uncharted worlds of flavor.
Breweries are targeting the young and “hip” faction with new flavors for mixed beer drinks. According to the Society for Consumer Research, more than 30% of those between the ages of 18 and 29 consumed mixed beer drinks in the first half of 2008. This young target group seems especially open to new tastes and experiences, and breweries can leverage this openness to reach new target groups and gain additional brand-loyal consumers.
Refreshing malt-beverage concepts from WILD
Malt-based drinks are becoming more and more popular. Their less-sweet flavour profile appeals to adult consumers. WILD offers a broad portfolio of soft drink concepts with malt as a healthy and natural ingredient. WILD’s portfolio includes classic malt-based drinks as well as fermented products, which are also available in an organic variety.
WILD is introducing flavors to entice consumers into new worlds of taste experience with innovative flavor combinations such as orange-cardamom and red fruitpomegranate. The malt-beverage concepts are of interest to both breweries and producers of nonalcoholic drinks. WILD underscores the naturalness of products by using only natural ingredients, whether they are malt or fermented drinks.
At BRAU Beviale 2008, WILD has introduced concepts offering fresh, new taste experiences that embody the "natural", "healthy" and "functional" trends. The broad spectrum of innovations is designed for manufacturers of non-alcoholic beverages as well as breweries.
The "natural" trend is currently sweeping through almost every category of nonalcoholic beverages. At BRAU Beviale 2008, WILD has introduced various product concepts that use natural flavors, colors, vitamins and antioxidants from plant extracts as well as Fruit Up® to meet the growing demand for organic products. WILD stands ready with a broad portfolio of organics. Even energy drinks are going natural. The caffeine energy kick is extracted from green coffee beans or guarana, and WILD concepts enable beverage manufacturers to significantly grow their offering of products with added nutritional value.
