How gloomy are the prospects for Germany’s beer Market?
Germany’s brewers – even those who initially criticized the beer mixers – have long since entered the mixed beer scene. Only very few remain abstinent in that department, either out of conviction or financial calculation. After all, even investments are a matter of taste. Some go for the “Radler” (beer/lemonade mix), but would rather not expand their brand portfolio beyond that. The German beer market has had to stomach a total minus of nearly three percent of 105 million hectoliters. Mixed beers come in fourth in consumption after “Pils” (60% market share), “Export” (12,5%) and “Weizenbier” (wheat beer) with 8,7%. Mixed beers have about 4% market share, but they cannot make up for the overall slowdown in sales. Brewers know that – yet keep mixing. They are far from having reached the end of their creativity. Beer which has been flavored with chili, kumquat, longan, rambutan, sala cider or tamarind is meant to beguile our taste buds in the near future. At least that is what flavorists
