In search of excellence: Beer mix beverages in Germany
Creative and innovative beer combinations with non-alcoholic beverages make modern beer mix beverages an innovative product segment in Germany. Based on a long tradition, beer lends itself as a base for new and modern mixed beverages – for example shandy or cola beer- and offers attractive growth potential for German breweries.
The beer market in Germany and almost all the countries of Western Europe is marked by a downward trend in the consumption of beer. In addition there is a great deal of pressure from the concentration of the trade and certain sectors of it. This situation will not improve in the near future but, rather, will intensify. New strategies are needed, together with new products and services.g. herbs, vitamins, taste components, alcohol content, etc.
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