New forward momentum with herbs and the flair of gin and tonic
On the European beer market, which has grown challenging, WILD Flavors and Specialty Ingredients (WILD) has demonstrated its gift for creative concepts which breathe new life into the segment. Their most recent innovations include both beer-mix drinks with wild herbs for men and lemon+X for women as well as non-alcoholic options.
On today's stagnating beer market, there is a demand for trend-setting alternatives to breathe new life into sales. "Classic" beer is still on the decline in Europe. According to projections by Canadean, in 2015 some 49.000 million liters will be sold, a 2.7% lower volume than in the previous year. By contrast, beer-mix drinks and flavored beers are showing major growth figures: since 2007 it has grown by 4-16% a year, with no end in sight. The best sellers here are the non-alcoholic options. In Germany, there was 13% increase from January to June 2015 in comparison with the previous year's data, confirming the sector's popularity. These beverages are currently the main engine of growth and make up a market share 12% of the total beer market.
WILD's new beer-mix concepts were inspired by popular long drinks and cocktails. There is especially high demand right now for beer-mix drinks in innovative flavors, and cocktails have an influence that has made its way to the beer market as well. Popular cocktail concepts that have their roots in trendy bars and restaurants are also creating new impetus on the market.
New: Wild herbs and Lemon+X
The new WILD beer-mix concepts with wild herbs are designed to appeal to a male target group in particular. The wheat-beer basis is enhanced with a variety of herbal notes that are well-known from herbal liquors, creating surprising flavor experiences. Those who prefer a milder flavor can turn to WILD's "Lemon+X," which features 3% juice. The natural citrus note is blended with juniper here, giving the beer notes that resemble a gin and tonic. WILD integrated this popular combination known from beer-mix drinks and added citrus to it, which offers customers additional options from within the sector. The new concept is targeted at people who are not classic beer drinkers, especially women.
Non-alcoholic engines of growth
"Non-alcoholic beer-mix drinks are literally getting things moving on the market. Their potential is considerable for two reasons: they can cover a wide range of flavor preferences for the young and old alike. And these soft drinks are also ideal for many different everyday consumption situations – from enjoying a beverage at lunch or at parties all the way to isotonic thirst-quenching after exercise," says Tanja Krüger, Senior Product Manager at WILD.
WILD's portfolio of non-alcoholic beer-mix drinks ranges from popular classics such as shandies with lemon all the way to cross-category beer blends with flavors reminiscent of popular cocktails such as margaritas and caipirinhas. Another form of product differentiation is also occurring in this segment: in addition to classic non-alcoholic drinks, which are allowed to have an alcohol content of up to 0.5%, there are more and more options which contain no alcohol whatsoever. These beverages can be actively labeled and advertised as having "0.0% alcohol content," which is the perfect response to demand among health-conscious consumers.
WILD: a reliable partner for beer-mix drinks
WILD assists breweries and soft-drink manufacturers throughout every step of the development process, all the way from product conceptualization to the finished product. The company offers on-site support with their individual specifications during the production process. A specially founded WILD competence team dedicated to beer-mix drinks focuses primarily on the technological aspects of developing and producing new concepts. Thanks to their expertise and creative, market-oriented product ideas, WILD can offer its customers new accents on a market that is rather stagnant.
For more than a century, the people of Archer Daniels Midland Company (NYSE: ADM) have transformed crops into products that serve the vital needs of a growing world. Today, we’re one of the world’s largest agricultural processors and food ingredient providers, with more than 33,000 employees serving customers in more than 140 countries. With a global value chain that includes more than 470 crop procurement locations, 285 ingredient manufacturing facilities, 40 innovation centers and the world’s premier crop transportation network, we connect the harvest to the home, making products for food, animal feed, chemical and energy uses. Learn more at www.adm.com.
About WILD Flavors
ADM’s WILD Flavors business, with its 2,400 employees, is one of the world’s leading suppliers of natural ingredients to the food and beverage industry. Its 20 production sites are located in Europe, North America, Asia, South America and the Middle East. WILD’s product portfolio includes full flavor and ingredient solutions, fruit juice concentrates and blends, known as flavor systems, fruit preparations as well as other food and beverage ingredients including natural flavors and extracts, mint oils and flavors, colors from natural sources, sweetening systems, seasonings, specialty ingredients, taste modifiers, and fermentation technologies. For more information about WILD and its products, please visit www.wildflavors.com.
WILD Flavors and Specialty Ingredients
Publik. Agentur für Kommunikation GmbH
Caption: WILD provides new impetus to the market of beer-mix drinks: Wild herbs and Citrus + X.