FDBusiness.com

In many countries, beer mix drinks represent a major category for breweries. Growth is mainly driven by new products that provide novel interpretations and interesting taste experiences. WILD has developed some creative concept innovations for this sector – for clear and for cloudy beer mixes – in reaction to a move from the long-term popularity of clear drinks to consumers’ growing preference for cloudy varieties with juice content and a natural image. Even classic shandies are gaining new nuances. There is also a rising demand for varieties based on wheat beer.Innovative flavors bring fresh impetus to the entire sector. The young target group, in particular, for beer mix drinks is experimental and appreciates a variety of different flavors. The WILD portfolio includes classic varieties and exotic fruits alongside the so-called super fruits.