Flavoured/mixed lager beer outperforming standard lager in Europe

Flavoured/mixed lager beer grew by 5.6% CAGR in Eastern Europe over 2008-2016 in total volume terms, while sales of standard lager beer dropped by -3.2% CAGR over the same period.

According to Anna Ward, Senior Analyst – Alcoholic Drinks at Euromonitor International, brewers across mature markets have attempted to boost sales of flavoured/mixed lager, in the hope that the sweeter flavours on offer would attract new consumers, females and Millennials in particular, into the lager category. This is flavoured/mixed lager’s primary purpose – such products are made for short consumption cycles, rather than to remain many consumers’ long-term drink of choice.

In Western Europe the situation was similar. In many of the countries, flavoured/mixed lager also outperformed standard lager beer. The growth of flavoured/mixed lager was 2.8% CAGR, meanwhile the decline of standard lager reached -1.3% CAGR over the same 2008-2016 period.

“In Western Europe in particular, flavoured/mixed lager is set to play a niche but still significant role in supporting overall volume sales of lager, which are seeing volumes stagnate, as in many developed markets”, – says Anna Ward.

Flavoured lager is expected to achieve the highest CAGR of beer categories over 2016-2021 in the UK. Carlsberg was one of several players to enter the UK flavoured/mixed lager category between 2012 and 2014, along with A-B InBev, Molson Coors and Global Brands among others. Market leader, Heineken, extended its offer with Foster’s Radler in 2013 and the Foster’s Rocks range of spirit-flavoured beers in 2015. In 2013, Carlsberg released Carlsberg Citrus, a 2.8% ABV product targeting demand for sweeter, lower alcohol products, and extended its flavoured lager offer in 2014 with Carlsberg Blackcurrant.

Source: Euromonitor International