Product Synopsis

This report provides an overview of the market for flavored beers and beer mixes and the drivers behind the growth in the category

Introduction and Landscape

Why was the report written?
One of the fastest growing sectors within the beer industry is currently flavored beer.

What is the current market landscape and what is changing?
Despite the relatively long history of flavoring and mixing beers, the current market development can be viewed in three phases. Firstly there was the development of flavored beers. The second phase was the development of the Biermixgetranke (Beer Mix Drinks) category in Germany. The most recent phase has been the explosion of Radler’s in East Europe.

What are the key drivers behind recent market changes?
The primary driver behind flavored beers and beer mixes is the desire for sweeter, easier to drink beers. This also makes flavored beers appealing to female consumers.

What makes this report unique and essential to read?
This report uses Canadean’s definitions of Flavored Beers and Beer Mixes and builds upon Canadean’s granular data researched by “on-the-ground” analysts.

Key Features and Benefits

This report provides readers with an excellent way of gaining an understanding of the dynamics and structure of the flavored beer and beer mix category worldwide. Data includes volumes from 2008 to 2012 plus provisional data for 2013.

This report provides readers with a segmentation of the category into flavored beers and beer mixes.

This report provides data and analysis of the performance of brands in the flavored beer and beer mix categories.

This report profiles the flavored beer and beer mix brands and strategies of the five leading global brewing groups.

Key Market Issues
Flavored Beer encompasses two distinct sub-categories – true flavored beers and beer mixes. Flavored beers are defined by Canadean as normal strength beers with added flavors. Beer Mixes are beers mixed with soft drinks, typically lemonade, but also cola, fruit juice, or even Iced Tea. Beer Mixes are normally around half the strength of “normal” beer ( 2.0% to 2.5% Abv).

There is a clear trend across all alcoholic beverage categories towards sweeter tasting products. This drift towards sweeter drinks has manifested itself in a number of ways.

The primary driver behind flavored beers and beer mixes is the desire for sweeter, easier to drink beers. This also makes flavored beers appealing to female consumers.

Table Of Contents

Executive Summary
Definition of Flavored Beer and Beer Mixes
The Post-Mix Issue The Drift to the “Sweet Spot”
A Brief History of Flavored Beer and Beer Mixes
Drivers of Flavored Beer and Beer Mix Growth
Geographical Spread of Flavored Beers and Beer Mixes
Market Survey Market Survey
China Malaysia
Bulgaria
Croatia
Czech Republic
Estonia
Hungary
Latvia
Lithuania
Poland
Romania
Russia
Serbia
Slovakia
Slovenia
Turkey
Ukraine
Colombia
Costa Rica
Guatemala
Mexico
Caribbean
Canada
USA
Austria
Belgium
France
Germany
Spain
Switzerland
United Kingdom
Company Survey
Global Brewers and Flavored Beer and Beer Mixes
A-BInBev
Carlsberg
Heineken
Molson Coors
SABMiller
Methodology and Product Definitions

List of Tables

Table 1: Flavored Beer Volumes by Region, 2008 - 2013
Table 2: Beer Mix Volumes by Region, 2008 - 2013
Table 3: Leading Flavored Beer and Beer Markets, 2008 - 2013
Table 4: China Flavored Beer and Beer Mix Growth, 2008-2013
Table 5: Leading Flavored Beer and Beer Mix Brands in China, 2008 - 2013
Table 6: Malaysia Flavored Beer and Beer Mix Growth, 2008-2013
Table 7: Leading Flavored Beer and Beer Mix Brands in Malaysia, 2008 - 2013
Table 8: Bulgaria Flavored Beer and Beer Mix Growth, 2008-2013
Table 9: Leading Flavored Beer and Beer Mix Brands in Bulgaria, 2008 - 2013
Table 10: Croatia Flavored Beer and Beer Mix Growth, 2008-2013
Table 11: Leading Flavored Beer and Beer Mix Brands in Croatia, 2008 - 2013
Table 12: Czech Republic Flavored Beer and Beer Mix Growth, 2008-2013
Table 13: Leading Flavored Beer and Beer Mix Brands in Czech Republic, 2008 - 2013
Table 14: Estonia Flavored Beer and Beer Mix Growth, 2008-2013
Table 15: Leading Flavored Beer and Beer Mix Brands in Estonia, 2008 - 2013
Table 16: Hungary Flavored Beer and Beer Mix Growth, 2008-2013
Table 17: Leading Flavored Beer and Beer Mix Brands in Hungary, 2008 - 2013
Table 18: Latvia Flavored Beer and Beer Mix Growth, 2008-2013
Table 19: Leading Flavored Beer and Beer Mix Brands in Latvia, 2008 - 2013
Table 20: Lithuania Flavored Beer and Beer Mix Growth, 2008-2013
Table 21: Leading Flavored Beer and Beer Mix Brands in Lithuania, 2008 - 2013
Table 22: Poland Flavored Beer and Beer Mix Growth, 2008-2013
Table 23: Leading Flavored Beer and Beer Mix Brands in Poland, 2008 - 2013
Table 24: Romania Flavored Beer and Beer Mix Growth, 2008-2013
Table 25: Leading Flavored Beer and Beer Mix Brands in Romania, 2008 - 2013
Table 26: Russia Flavored Beer and Beer Mix Growth, 2008-2013
Table 27: Leading Flavored Beer and Beer Mix Brands in Russia, 2008 - 2013
Table 28: Serbia Flavored Beer and Beer Mix Growth, 2008-2013
Table 29: Leading Flavored Beer and Beer Mix Brands in Serbia, 2008 - 2013
Table 30: Flavored Beer and Beer Mix Growth, 2008-2013 .
Table 31: Leading Flavored Beer and Beer Mix Brands in Slovakia, 2008 - 2013
Table 32: Slovenia Flavored Beer and Beer Mix Growth, 2008-2013
Table 33: Leading Flavored Beer and Beer Mix Brands in Slovenia, 2008 - 2013
Table 34: Turkey Flavored Beer and Beer Mix Growth, 2008-2013
Table 35: Leading Flavored Beer and Beer Mix Brands in Turkey, 2008 - 2013
Table 36: Ukraine Flavored Beer and Beer Mix Growth, 2008-2013
Table 37: Leading Flavored Beer and Beer Mix Brands in Ukraine, 2008 - 2013
Table 38: Colombia Flavored Beer and Beer Mix Growth, 2008-2013
Table 39: Leading Flavored Beer and Beer Mix Brands in Colombia, 2008 - 2013
Table 40: Costa Rica Flavored Beer and Beer Mix Growth, 2008-2013
Table 41: Leading Flavored Beer and Beer Mix Brands in Costa Rica, 2008 - 2013
Table 42: Guatemala Flavored Beer and Beer Mix Growth, 2008-2013
Table 43: Leading Flavored Beer and Beer Mix Brands in Guatemala, 2008 - 2013
Table 44: Mexico Flavored Beer and Beer Mix Growth, 2008-2013
Table 45: Leading Flavored Beer and Beer Mix Brands in Mexico, 2008 - 2013
Table 46: Caribbean Flavored Beer and Beer Mix Growth, 2008-2013
Table 47: Leading Flavored Beer and Beer Mix Brands in the Caribbean, 2008 - 2013
Table 48: Canada Flavored Beer and Beer Mix Growth, 2008-2013
Table 49: Leading Flavored Beer and Beer Mix Brands in Canada, 2008 - 2013
Table 50: USA Flavored Beer and Beer Mix Growth, 2008-2013
Table 51: Leading Flavored Beer and Beer Mix Brands in the USA, 2008 - 2013
Table 52: Austria Flavored Beer and Beer Mix Growth, 2008-2013
Table 53: Leading Flavored Beer and Beer Mix Brands in Austria, 2008 - 2013
Table 54: Belgium Flavored Beer and Beer Mix Growth, 2008-2013
Table 55: Leading Flavored Beer and Beer Mix Brands in Belgium, 2008 - 2013
Table 56: France Flavored Beer and Beer Mix Growth, 2008-2013
Table 57: Leading Flavored Beer and Beer Mix Brands in France, 2008 - 2013
Table 58: Germany Flavored Beer and Beer Mix Growth, 2008-2013
Table 59: Leading Flavored Beer and Beer Mix Brands in Germany, 2008 - 2013
Table 60: Spain Flavored Beer and Beer Mix Growth, 2008-2013
Table 61: Leading Flavored Beer and Beer Mix Brands in Spain, 2008 - 2013
Table 62: Switzerland Flavored Beer and Beer Mix Growth, 2008-2013
Table 63: Leading Flavored Beer and Beer Mix Brands in Switzerland, 2008 - 2013
Table 64: United Kingdom Flavored Beer and Beer Mix Growth, 2008-2013
Table 65: Leading Flavored Beer and Beer Mix Brands in the UK, 2008 - 2013
Table 66: Flavored Beer and Beer Mixes as a % of Total Volume, 2012
Table 67: A-BInBev - Flavored Beer and Beer Mix as % of Total Portfolio, 2012
Table 68: A-BInBev Flavored Beer and Beer Mix Brand Volumes
Table 69: Carlsberg - Flavored Beer and Beer Mix as % of Total Portfolio, 2012
Table 70: Carlsberg Flavored Beer and Beer Mix Brand Volumes

List of Figures

Figure 1: Flavored Beer Volumes by Region, 2008-2013
Figure 2: Beer Mix Volumes by Region, 2008-2013
Figure 3: China Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 4: China - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 5: Malaysia Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 6: Malaysia - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 7: Bulgaria Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 8: Bulgaria - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 9: Croatia Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 10: Croatia - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 11: Czech Republic Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 12: Czech Republic - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 13: Estonia Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 14: Estonia - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 15: Hungary Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 16: Hungary - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 17: Latvia Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 18: Latvia - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 19: Lithuania Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 20: Lithuania - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 21: Poland Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 22: Poland - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 23: Romania Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 24: Romania - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 25: Russia Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 26: Russia - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 27: Serbia Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 28: Serbia - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 29: Slovakia Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 30: Slovakia - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 31: Slovenia Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 32: Slovenia - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 33: Turkey Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 34: Turkey - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 35: Ukraine Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 36: Ukraine - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 37: Colombia Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 38: Colombia - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 39: Costa Rica Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 40: Costa Rica - Leading Flavored Beer and Beer Mix Brands, 2006-2013 .
Figure 41: Guatemala Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 42: Guatemala - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 43: Mexico Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 44: Mexico - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 45: Caribbean Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 46: Caribbean - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 47: Canada Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 48: Canada - Leading Flavored Beer and Beer Mix Brands, 2006-2013 Figure 49: USA Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 50: USA - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 51: Austria Trends in Flavored Beer and Beer Mixes, 2008-2013 Figure 52: Austria - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 53: Belgium Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 54: Belgium - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 55: France Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 56: France - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 57: Germany Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 58: Germany - Leading Flavored Beer and Beer Mix Brands, 2006-2013 Figure 59: Spain Trends in Flavored Beer and Beer Mixes, 2008-2013 Figure 60: Spain - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 61: Switzerland Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 62: Switzerland - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 63: UK Trends in Flavored Beer and Beer Mixes, 2008-2013
Figure 64: UK - Leading Flavored Beer and Beer Mix Brands, 2006-2013
Figure 65: Flavored Beer and Beer Mix in A-BInBev Portfolio
Figure 66: Flavored Beer and Beer Mix in Carlsberg Portfolio
Figure 67: Flavored Beers and Beer Mix in Heineken Portfolio
Figure 68: Flavored Beers and Beer Mixes in Molson Coors Portfolio
Figure 69: Flavored Beer and Beer Mix in SABMiller Portfolio

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