New Developments in Radlers, Shandies, and Pre-Mixed Beer Drinks

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Sales of radler and shandy-type drinks have rocketed over the last five years due to their alignment with trends towards moderate drinking, refreshment, female beer drinking, and willingness to try new tastes. The cider boom highlights the demand for novel beer alternatives, and how national beer trends can now readily go global; will the radler be the next cider?

-Detailed market data on a country-by-country basis covering the volumes and value sales and sales growth of radlers and beer mixes in general.
-Survey-based analysis of the key demographic and consumer trends driving the growth in the consumption of radlers and beer mixes.
-Discussion of the key obstacles and gaps in understanding that are currently holding back the market for radlers and beer mixes.
-Analysis of market innovation based on detailed case studies that analyze recent successful and failed launches against the trends identified.
-Future-focused predictions and discussion of key areas for success and investment in radlers over the next five years.

Radler volume sales in Germany are more than 10 times as high as sales in any non-European country, at 349 million liters in 2012. Slow growth of 0.5% per year comes in the context of a market where overall beer sales have fallen by 1.2% annually.

42% of global drinkers under 34 say that they consume flavored beers on at least an occasional basis, while only 18% of drinkers over 65 say the same. Of the largest radler volume markets, all but Spain are in Central and Eastern Europe, with Germany being the largest, followed by Spain, Poland, Russia, and the Czech Republic.

Younger drinkers who seek new flavor profiles tend to prefer higher alcohol strength products, while the demand for lower-strength products is concentrated among older drinkers. This creates a dilemma for radler marketers. Alcohol-free radlers will represent an increasing proportion of the total market moving forward.

Reasons to purchase this report
-How can the beer sector combat the threat posed by spirits, cider, FABs, and wine?
-What is the current size of the market for radlers and other mixed beer drinks, and where are sales concentrated?
-Which consumer groups are turned off by mainstream beers but interested in radlers and other mixed beer drinks?
-What is the difference between a successful radler launch and a failed radler launch?
-Will the Central & Eastern European radler boom spread to the rest of the world?


•Market size and growth
•Market drivers
•Innovation and case studies
•Future opportunities


•Discussion of terms
•Definition and scope
•What this report is about

Market size and growth

•Market volumes
•Prices and values
•Share of beer market

Market drivers

•Trends in drinking demographics- Trends by age group
-Trends by gender

•Trends in drinking occasions- Drink-drive limits are increasingly enforced and likely to be lowered
-Workplace drinking occasions are becoming more moderate
-There is a disconnect between radler occasions and positioning

•Trends in drinking preferences- Naturalness and health are important drivers behind radlers
-The jury is out on the extent to which radlers attract new beer drinkers

•The radler positioning opportunity – or dilemma?

Innovation and case studies

•Industry-level innovation drivers- German local market traits accidentally create the category
-Leading brewers in neighboring countries launch similar products
-Heineken leads the push further afield

•Gösser NaturRadler (Heineken)
•Miller MGD 64 Lemonade (MillerCoors)
•Gambrinus Tangy Lemon and Lime & Elderberry (SABMiller)
•San Miguel 0.0% Apple and Lemon (Mahou-San Miguel)
•Leinenkugel's Summer Shandy (MillerCoors)
•Foster's Radler (Heineken)

Future opportunities

•Resolving the naming battle will be important
•Completely alcohol-free radlers will gain ground
•"Natural" and healthy cues will become increasingly important- Alcohol-free beers can be marketed on active health claims
-Mid-strength radlers must focus on "natural" and "free-from" positionings

•Craft radlers will be a growth area in craft beer markets
•Emerging market drinkers represent a longer-term opportunity




•Table: Radlers market volume, by region (liters m), 2007–17
•Table: Radlers market volume, by key country (liters m), 2007–17
•Table: European radlers market volume, by key country (liters m), 2007–17
•Table: Radlers market value, by region ($m), 2007–17
•Table: Radlers market value, by key country ($m), 2007–17
•Table: Radlers average price, by region ($/liter), 2007–17
•Table: Radlers volume share of beer market, by region, 2007–17
•Table: Radlers volume share of major beer markets, by country, 2007–17
•Table: Radlers volume share of key European beer markets, 2007–17
•Table: Global: share of drinkers who consume fruit-flavored beers, by age
•Table: Global: share of drinkers who consume fruit-flavored beers, by gender


•Figure: Flavored beer drinking occasions are most prevalent in Spain, Poland, and Germany
•Figure: Europe massively dominates radlers volumes and will continue to do so
•Figure: Germany accounts for the lion's share of radler sales, but is relatively flat
•Figure: Spain and CEE countries are expected to see the fastest growth
•Figure: Europe's dominance is even greater in value terms than volume
•Figure: Radlers' share of total beer volumes is rising in all regions except Asia Pacific
•Figure: Radlers will remain niche in major markets outside mainland Europe
•Figure: Radlers' market share will overtake Germany in Spain and Hungary by 2017
•Figure: Public interest in radlers and shandy is at an all-time high (% of largest ever number of searches for shandy)
•Figure: Changing beer demographics, occasions, and preferences create the radler opportunity
•Figure: Lager drinking is most important among consumers aged 25–49
•Figure: Global demographic profile, adults over LDA, 2007–17
•Figure: Europe demographic profile, adults over LDA, 2007–17
•Figure: Willingness to try new flavors and mixes diminishes significantly with age
•Figure: Consumers aged 25–49 are the most open to lower alcohol drinks
•Figure: The majority of women who drink alcohol never drink lager
•Figure: Women are slightly more likely than men to be willing to try new beverages
•Figure: Women are significantly more interested in lower-alcohol products than men
•Figure: Flavored beer drinkers are more likely to choose "natural" food and drinks
•Figure: Flavored beer drinkers are predominantly regular drinkers of lager
•Figure: Positioning dilemma: what is a radler for?
•Figure: There has been an increase in Europe in innovation featuring the term "radler"
•Figure: Gösser NaturRadler was Heineken's first prepackaged radler launch
•Figure: Miller MGD 64 Lemonade was a flop in the US
•Figure: Gambrinus radler brands have achieved success in the Czech Republic
•Figure: San Miguel 0.0% Apple was a trailblazing zero alcohol brand in Spain
•Figure: Leinenkugel's Summer Shandy has achieved craft success in the US
•Figure: Foster's Radler, launched in the UK for the summer of 2013
•Figure: The future of the radlers market
•Figure: Increased understanding of radlers would benefit the beer industry overall
•Figure: Alcohol-free radlers will become an increasingly important part of the market
•Figure: Alcohol-free Erdinger already positions itself as a sports drink
•Figure: Klosterbrauerei Neuzelle 0.0% apple radler, containing probiotics for gut health
•Figure: Mid-strength radlers can focus on a "natural" positioning
•Figure: Radlers' traditional positioning allows them to be rolled out as "authentic"
•Figure: Carlsberg's Jolly Shandy is a popular drink in Hong Kong

Companies Mentioned

Anheuser-Busch InBev SA/NV, CMS Energy Corporation, Heineken N.V., Hutchison 3G UK Limited, Nestle S.A., University of Sydney

Read the full report:

New Developments in Radlers, Shandies, and Pre-Mixed Beer Drinks

For more information:
Sarah Smith
Research Advisor at
Tel: +44 208 816 85 48

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Sarah Smith
Research Advisor at
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