10 August, 2005

Germany: Mild beers –the new beer industry’s increasing trend

The average per capita beer consumption in Germany decreased in the last 20 years ago. This fact made German breweries modify their line of products, Die Welt reported on August 5.

Breweries are trying to meet the new trend with alternate products: Mixed drinks such as beer combined with coke, or beer with lemonade, so-called mild beers, which sell well, particularly during the warm summer months.

Since 2001, the mild beers have doubled their market share in Germany They appeal most strongly to customers under 35 as they give beer a younger image, said Kerstin Raschke, spokeswoman of the German brewery Veltins.

The Radler, half beer half Sprite, is the Germany’s mild beer favourite as it occupies nearly half of the entire mild beer market.

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