Symrise to Present New Citrus Concepts at Brau Beviale

Symrise (Holzminden, Germany) will present new beverage concepts at the Brau Beviale trade fair in Nuremberg, Germany, being held Nov. 10–12, 2010. The focus this year is on “Naturally Citrus,” emphasizing citrus as a multi-faceted essential flavor in water, juice, soda, blended beer and liquor.

Stephan Räker, category development director of non-alcoholic beverages EAME at Symrise, explains consumer preferences: “Citrus gives people freshness and tanginess, and orange and lemon flavors in particular have always had a certain exotic touch. At the same time, though, they are well-established, and they delight a wide audience.” To address these consumer wants, Symrise has create new interpretations of familiar favorites among citrus notes. These concepts are based on the product segments of water, juice, soda, blended beer and liqueur.

Cornelia Lichter, marketing director beverages EAME at Symrise, adds: “We are even going a step further. We have set ourselves the task of anticipating upcoming trends and setting them ourselves; to do this, we are using wide-ranging consumer-research methods. Among other things, we are using the Internet to explore the roots of people's flavor preferences.”

An overview of Symrise’s new beverage innovations includes:

  • Juice: Agrumes
  • Water: Citrus Lifeforce and Tropical Citrus
  • Soda: Good Value Orange
  • Beer-mix beverage: 7 Citrus and ISO!
  • Liqueur: Grapefruit-ginger liquor
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