‘Naturalness’ trend driving unfiltered beer mix demand – Wild

By Ben Bouckley

- Last updated on GMT

Related tags Strategic management

Growing consumer “naturalness” trend has resulted in a shift in demand from filtered to unfiltered beer mix drinks, ingredients giant Wild told Ben Bouckley.

Speaking with BeverageDaily.com at Brau Beviale in Nuremberg, Wild’s director of business development and strategic planning, Sandra Hüllmann, outlined two particular areas of focus for the firm – a shift from filtered to unfiltered beer mix drinks, and malt-based soft drinks.

“What we’ve been seeing in the past is that the beer mix drinks are decreasing or stagnating in the market,”​ she said.

“There is the trend towards naturalness and consumers see that cloudy beer mixes are more natural. We’ve seen this trend expanding massively, starting in one country going to all other countries in the world. Now it really has demand on a global scale,” ​Hüllmann added.

Related news

Show more