Recent years have seen the boundaries between beer, cider and even soft drinks become increasingly blurred, as manufacturers vie to capitalize on the demand for sweet and fruity flavours and refreshing, low-alcohol drinks.
Insights Briefing: Hybridisation in Beer and Hops examines the shifting dynamics in beer, cider and carbonates, uncovering the emerging product segments that are challenging conventional categories in the alcoholic drinks space.
From hopped cider to hop-free beer, Insights Briefing: Hybridisation in Beer and Hops identifies how new flavour blends, retro branding, botanical ingredients and the trend towards ‘adult’ soft drinks are rewriting the rules in an increasingly competitive environment.
Key questions answered
- How are hybridisation trends impacting product innovation in beer, cider and soft drinks?
- How is the role of hops changing across alcoholic and non-alcoholic drinks launches?
- How are botanical ingredients being used to create new flavour profiles in the beer category?
- How can younger, experience-oriented consumers be targeted through creative hybrid products?