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May 27, 2021updated 20 Jul 2021 11:28am

Bitburger targets younger consumers with cola-cider hybrid – Top ten beer brand owners in Germany data

German brewer Bitburger has launched a brace of ciders, including one flavoured with cola.

By Olly Wehring

Bitburger Cola-Cider Mix is a 4.3%-abv beverage that contains 70% cider and 30% cola. The hybrid has been produced in partnership with the Heil cidery in the Taunus mountains north of Frankfurt.

The other product in the new range is Bitburger Apple Cider, a 5.3%-abv regular cider. Both products are on sale in the company’s domestic market for EUR1.19 (US$1.45) per 50cl can.

Bitburger, one of Germany’s largest brewers, said the launches target young legal-age consumers with a “known and trusted” brand. “We know that especially younger consumers in Germany drink less beer,” said company spokesperson Axel Dahm. “We see a great opportunity here to interest and inspire consumers in the beer category through a product as close to beer as cider.”

Non-beer alcoholic products are becoming increasingly important to brewers that operate in Germany. In April, Anheuser-Busch InBev added the country to the European roll-out of the 5%-abv Mike’s Hard Seltzer.

According to GlobalData, Bitburger was the fourth largest beer brand owner in Germany last year. The company was only just behind Krombacher and Anheuser-Busch InBev in the race for second in 2020, with Radeburger almost double the size of A-B InBev.

Are hard seltzers paving the way for 'soft seltzers'? - Click here for a Just Drinks comment

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