As the hosts of this year’s World Cup, Brazilian flavour preferences are expected to have a strong influence on many markets this year, according to ingredients specialist WILD. The company has recently brought out a new concept in beer mixes – Lime-Guaraná-Açai” - to tap into the interest in Brazil and flavoured beers.
“The WILD concept “Lime-Guaraná-Açai” is inspired by the fact that in Brazil guaraná beverages are the most popular refreshment drinks,” explains senior product manager, Tanja Krüger. In Brazil Guaraná drinks are the most popular refreshment drinks, ranking even ahead of cola, she says. “Since the South American country will host the soccer World Cup this year, WILD anticipates that Brazilian flavor preferences will have a strong influence on many markets.”
Krüger also notes that beer with flavor is “booming on a worldwide scale”. She explains that according to recent market data, this category has the second-highest growth rate ranking directly after non/low alcoholic beer. “Besides the flavored beer mix drinks, which have already been successful on the market for years, many major global breweries are launching new versions. Beer mix drinks with cocktail flavors are especially high in demand. These beverages have a higher alcohol content and attract new target groups that are looking for innovative taste experiences.”
The new concept of “Lime-Guaraná-Açai” is a combination of lime juice, guaraná extract and flavors to satisfy the consumers’ palate with its new fruity-fresh taste. WILD also offers breweries and manufacturers of non-alcoholic drinks interesting methods for expanding their portfolio of malt beverages.
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.
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.
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.
