Differentiation Through Flavours: What’s Behind the Success Story of Beer-Hybrid Beverages?
Analyst Insight by Claire Moulin, Lead Analyst, Euromonitor International
Flavoured beverages have taken alcohol consumption in the US by storm in 2012, from spirits to wine, cider, beer and, of course, RTDs and high-strength premixes, and the trend is set to develop further in 2013. Legal drinking age consumers, especially those under 30 (the so-called “millennials”) are exploring new types of drinking habits. They are adventurous in terms of flavour and brand and they do not want to drink the same way their parents did.



