Mix, shake and roll out
Having accustomed ourselves to all those downward pointing arrows - beer consumption going down, beer output going down, number of breweries going down - we never thought that in Germany we would see an upwards pointing arrow again. But lo and behold, there is a positive trend worthwhile entioning: beer mixes are up.
Admittedly, 2 million hl (estimates for 2001) are not much volume to write home about. But it’s a start. Never mind that as a product category beer mixes are old hat. Any publican could do them. All it took was to pour some beer and lemonade into a glass. Even as a packaged product beer mixes have been round for some years now. However, it was only at this year’s anuga, the world’s fair for the food industry, in Cologne, that German brewers declared beer mixes "V trendy".
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