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Worldwide, Mintel has observed manufacturers working to make beer appeal more to non-beer drinkers. Adding new and unconventional flavors to traditional brews, many brands have expanded their product lines to draw in a new and varied customer base.
A substantial number of beer manufacturers are focused on women as a vast untapped market, as women are not the most typical beer drinkers. For example, in the United Kingdom, around two-thirds of females claim that they never drink beer, while in the United States only 34% of women over 21 say that they drink any kind of beer. To change this, beer companies have developed new products with sweeter, fruitier and lighter flavors, bringing the taste of the beer closer to a flavored alcoholic beverage. Common fruit flavors recently added to beer include lemon, raspberry, pomegranate, apple, grapefruit and peach.
In Poland, Carlsberg has innovated a fruity beer under the Karmi brand—Malinowa Pasja Raspberry Flavoured Beer. The product consists of dark beer with raspberry syrup, imparting both caramel and raspberry notes. The beer is aimed at female consumers with its appealing, dessertlike flavors.
Capitalizing on the enjoyable heat of summer, Warsteiner Brauerei has launched Premium Verum Lemon Shandy. The refreshing brew consists of 60% beer and 40% natural lemon juice; it is also available with orange juice or with cola.
In Austria, Gösser Brauerei has released Gösser Natur Radler—beer with 100% natural lemon juice. Gösser Brauereiis claims its beer is the only one with natural lemon juice (though the Warsteiner launch seems to dispute this) and is free from artificial additives. These claims make the product appeal to consumers looking for a sweeter, lighter beer and those seeking out natural products.