Dubai PR Network, Online Press Release from Dubai and Middle East
 
Trade & Commercial(Others)
Filter PR by
  
The Fassbrause Renaissance
 

‘The hundred year old beverage, resurfaces in the German market as a popular choice of drink'
 
LONDON, CANADEAN GROUP - The traditional German malt based beverage, fassbrause, which first originated in Berlin more than one hundred years ago has been experiencing a renaissance in Germany. The drink gained popularity in the GDR (1949-1990), but lost prominence until 2010 when producers started to launch fassbrause back into the market. This beverage has been growing significantly in popularity and volumes ever since.

Fassbrause has traditionally been a speciality of Berlin, initially created back in the turn of the twentieth century as a non-alcoholic alternative to beer. The beverage was originally made from mineral water, sugar, malt extract and flavorings and was stored in a keg. Today, however, Fassbrause is brewed with slightly different ingredients and is mainly sold to the consumer in glass bottle packaging.

There are two types of fassbrause currently available on the market: a traditional malt-based and fermented style with added herbs or fruits, and an alcohol-free beer mixed with lemonade or herbs/fruits. With no legal restriction on the fassbrause name, the latter fassbrause style has caused speculation about its classification within the German market, with some unsure whether to consider it as an alcohol-free beer mix or a soft drink. In terms of majority consumer perception both styles of fassbrause are considered as carbonates within the German market; the small percentage of non-alcoholic beer in the latter style is always outweighed by the juice/fruit content. In addition, many producers also classify the two types as the same product in terms of competition.

Many would ask then, how – if classed in the near saturated carbonates category (a category which only experienced 1% growth in 2012, compared to over 5% growth five years earlier) – is fassbrause performing so well? The unique appeal of this product comes through its perception as an alternative to other carbonated beverages: its sharp, bitter flavour in comparison to mainstream sweetened carbonates. This traditional beverage additionally attracts a young, urban customer base in line with the popular 'vintage/retro' trend, and those with health concerns through its positioning as a low calorie beverage.

With a positive consumer reaction to the re-emerging segment, more and more producers have taken to developing new fassbrause products to enter the market over recent years. Innovation has been particularly evident among  brewers who already have the means for fassbrause production, and are keen to balance losses in a period of continuously declining beer consumption. Both large breweries (such as Krombacher, Bitburger, Veltins), as well as regional-based, smaller ones (Distelhäuser, Welde, Barre) have been producing fassbrause. The biggest producer is Kölsch brewery Gaffel, with production sharply increasing from 2011 to 2012. The regional producers normally distribute fassbrause only within their own respective regions.

As a result of these combined efforts, the fassbrause segment has been rapidly gaining momentum, making a huge leap in 2012. This was supported by strong advertising and marketing activities of the breweries. Sometimes referred to as the “new Bionade“ (a malt based beverage which saw popularity around four years ago), fassbrause has become quite a trend, with all indications suggesting it will continue to grow in popularity over the coming years. The place of this dynamic re-emerging segment and its forecast evolution will be analysed in further detail in Canadean's Germany Soft Drinks Market Insight report due to be released in June 2013.

About Canadean:Canadean has a long-held reputation for providing valuable and in-depth market research initially built up in beverages, and now operates across the FMCG market and related industries, including packaging, ingredients, soft drinks, beer, retail, foodservice, wines & spirits, health & beauty and food.

Canadean is specialised in conducting online survey panels, producing in-depth market insights reports through qualitative and quantitative in-country analysis as well as offering clients a bespoke consultancy service tailored to address each client's specific business needs.


Posted by : Dubai PR Network Editorial Team
Viewed 7808 times
PR Category : Others
Posted on : Tuesday, April 9, 2013  9:15:00 PM UAE local time (GMT+4)
Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of DubaiPRNetwork.com.
Previous Story : NOMINEES ANNOUNCED FOR MIDDLE EAST EVENT AWARDS 2013
Next Story : Apex-Brasil discusses wide-ranging export prospects in KSA d...
Email this article Print this article

Share this article with your friends and followers
NewsVine
Back to Section Home

Related Stories



 
 
Most Viewed Press Release posted in the last 7 days
Drops of Youth [13127-Views]
Go Neutral with Palladio Beauty [10876-Views]
Valentine's Gifts to Fall in Love With [10327-Views]
Reveal Your Cosmic Beauty With These Gift Sets From Wet n Wild [9980-Views]
Start the Year with Gorgeous Glowing Skin with a Little Help from DERMAdoctor [8406-Views]
The Tag Heuer Autavia [8095-Views]
Corum Admiral's Cup Legend 47 Worldtimer' [7875-Views]
Regulator at pole position [7759-Views]
Parmigiani Fleurier creates horological history with world's first wristwatch with Islamic... [7564-Views]
Dubai Jewellers Expect a Steady Sale During the 25th Dubai Shopping Festival Promotion [7052-Views]
Kanz Jewels proves to be a lucky destination for jewellery shoppers during DSF 2020. [6820-Views]
Malabar Gold & Diamonds - New Store opened in Kanpur, UP, India [6820-Views]
OMEGA Ready to Time The Winter Youth Olympic Games Lausanne 2020 [6716-Views]
The Winter Youth Olympic Games Lausanne 2020 [6692-Views]
Show your Support for Australia alongside THT – That Hair Tho [6252-Views]
Eberhard & Co. Gilda timepiece makes an extraordinary Valentine's Day gift [6039-Views]
Corum And Joachim Horsley Light Up The Folies Bergère [5191-Views]
Seha Leads Discussions in Pediatric Medicine [4776-Views]
Former United Nations Secretary-General Ban Ki-moon delivers keynote speech at inaugural G... [4764-Views]
Valentine's Day Fashion and Gifting - Steve Madden [4544-Views]
Zeitun Cosmetics Launch in UAE [4477-Views]
Spice It Up With Szechuan! Shake Shack is Celebrating the Chinese New Year With an Asian-i... [4349-Views]
Fashion and Gifting for Valentine's Day - ECCO [4002-Views]
Celebration in Bahrain for Aga Khan Award Laureate “Revitalisation of Muharraq” [3928-Views]
Marks & Spencer Welcomes Spring with its Midi Dress Edit [3880-Views]
 
RSS Facebook Twitter LinkedDin
 
Top Sections
 
Top Stories