WILD Develops Brazilian Beer Mix Concept

24 Mar 2014 --- "Lime-Guaraná-Açai" is a new concept WILD has developed to provide further stimulus in the market of beer mixes. WILD, the ingredients specialist, also offers breweries and manufacturers of non-alcoholic drinks interesting methods for expanding their portfolio of malt beverages.

Whether customers enjoy their drinks pure, with high or low malt content, or mixed with fruit flavor or juice, WILD has just the right compounds and ingredients in its portfolio.

Beer mixes continue to meet the beverage trend of “in vogue”. According to figures of the GfK Consumer Scan, growth drivers in this segment are still experiencing new kinds of taste experiences and non-alcoholic varieties. "Currently innovative flavors are especially in demand with beer mixes. Options with exotic fruits, new cocktail and citrus varieties offer manufacturers the opportunity to appeal to younger consumers and generate further growth," says Tanja Krüger, Senior Product Manager at WILD. In keeping with this trend, WILD has developed the new concept of “Lime-Guaraná-Açai”; a combination of lime juice, guaraná extract and flavors satisfy the consumers’ palate with its new fruity-fresh taste.

With an innovative concept and the addition of guaraná extract, WILD is forging a link between beer mixes and energy drinks, another growth category. The ingredients specialist offers breweries and beverage manufacturers the opportunity to reach new target groups: “Lime-Guaraná-Açai” provides refreshment for long nights of partying, watching evening football games or entertaining at a barbecue. WILD’s new product appeals to the younger, trend-conscious target group - female consumers - as well as classic fans of energy drinks," says Tanja Krüger. Also, the fact that guaraná drinks are the most popular refreshment drinks in Brazil, ranking even ahead of cola, opens outstanding international marketing opportunities.

In addition to classic Radlers with lemon, the WILD beer mix portfolio also includes new varieties with orange or pink grapefruit that are appealing for the unique taste profiles provided. Cocktail concepts that are well known in the bar and club scene also bring invigoration to the segment. For example, WILD has Caipirinha, Piña Colada, Mango Mojito and Hugo, based on elderflower and mint, in its portfolio. The Great Taste expert also offers products with peach and herbal flavors that work well for wheat beer. Product ideas with green and red apple complete WILD’s comprehensive portfolio.

Growing target groups of health-conscious consumers, athletes and motorists are increasingly asking for non-alcoholic beer mixes. With a wide variety of product concepts from WILD, manufacturers can reach new consumers with their brand.

Non-alcoholic alternatives based on malt WILD also has a broad portfolio of non-alcoholic drinks that are based on malt. The ingredients specialist adapts each flavor and hops profile to a specific region and customer preference. Malt products in Europe, for example, differ greatly from those in the Middle East. In the Middle East, they are alternatives to beer, generally sweeter and have a stronger amount of malt.

WILD concepts are based on natural ingredients that promote the healthy image of malt. With a wide variety of natural fruit flavors and colors specifically coordinated with touches of malt, these concepts make the widest range of beverage categories a reality. Malt compounds are also suitable for use in ice cream and hard caramels.

WILD recently expanded its portfolio by adding dark varieties with a higher percentage of malt. “The products deliver an authentic malt taste coupled with natural malt sweetness, and can be combined with various other flavors,” says Malte Pietsch, Director of Product Management Ingredients at WILD. “For example, for a new taste experience, a mixture with chocolate, vanilla or coffee flavors is conceivable, but the dark varieties also go well with fruit flavors.”

Malt raw materials from WILD allow non-alcoholic manufacturers the advantage of not requiring any special technologies or bottling facilities. In addition, customers profit from the decades-long experience of WILD in application, marketing and technical support.