Food & Beverages

Sweetening The Pils – The Market for Flavored Beer and Beer Mixes

  • CAN60062
  • 24 Pages
  • October 2013
  • Food & Beverages
Synopsis
This report provides an overview of the market for flavored beers and beer mixes and the drivers behind the growth in the category
Scope
This report provides readers with an excellent way of gaining an understanding of the dynamics and structure of the flavored beer and beer mix category worldwide. Data includes volumes from 2008 to 2012 plus provisional data for 2013.

This report provides readers with a segmentation of the category into flavored beers and beer mixes.

This report provides data and analysis of the performance of brands in the flavored beer and beer mix categories.

This report profiles the flavored beer and beer mix brands and strategies of the five leading global brewing groups.
Summary
Why was the report written?
One of the fastest growing sectors within the beer industry is currently flavored beer.

What is the current market landscape and what is changing?
Despite the relatively long history of flavoring and mixing beers, the current market development can be viewed in three phases. Firstly there was the development of flavored beers. The second phase was the development of the Biermixgetranke (Beer Mix Drinks) category in Germany. The most recent phase has been the explosion of Radlers in East Europe.

What are the key drivers behind recent market changes?
The primary driver behind flavored beers and beer mixes is the desire for sweeter, easier to drink beers. This also makes flavored beers appealing to female consumers.

What makes this report unique and essential to read?
This report uses Canadeans definitions of Flavored Beers and Beer Mixes and builds upon Canadeans granular data researched by on-the-ground analysts.
ReasonsToBuy
Flavored Beer encompasses two distinct sub-categories true flavored beers and beer mixes. Flavored beers are defined by Canadean as normal strength beers with added flavors. Beer Mixes are beers mixed with soft drinks, typically lemonade, but also cola, fruit juice, or even Iced Tea. Beer Mixes are normally around half the strength of normal beer ( 2.0% to 2.5% Abv).

There is a clear trend across all alcoholic beverage categories towards sweeter tasting products. This drift towards sweeter drinks has manifested itself in a number of ways.

The primary driver behind flavored beers and beer mixes is the desire for sweeter, easier to drink beers. This also makes flavored beers appealing to female consumers.
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