Fassbrause
A niche or a chance for the brewers?
Ulrich Eisenblätter, Canadean
Agenda
The history of Fassbrause
Definition
Market development
The future
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The history of Fassbrause
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History
Traditional Fassbrause ‚Berlin Style‘
• Developed in the beginning of the 20th century
• Made out of water, malt extract and flavor
• Regional product in the Berlin/Brandenburg area
• Brands: ‚Berliner Fassbrause‘ / ‚Rixdorfer Fassbrause‘
Fermented malt based lemonades
• Entering the market in the beginning of the 90‘s
• Fermented drinks basing on malt with added flavors
• Started in the north of Germany and now with national distribution
• Leading brand ‚Bionade‘
Modern Fassbrause ‚Brewers style‘
• Startet around 2010
• Mixed beverages made out 30% alcohol free beer and 70% lemonade
• Started in the Cologne region and now distributed nationwide
• Leading producers Gaffel, Krombacher and others
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Definition
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Berliner Fassbrause
•
Name came from the barrels used to serve out (German: Fass) and Brause as a synonym
for Lemonade
•
Type: Lemonade with (natural) additions of Fruits and herbs, often with malt extract
•
Positioning mainly as a local specialty
•
Distribution: Brandenburg & Sachsen
•
Often sweetened with sugar (around 45-55 kcal/100ml)
•
Typical flavor: Rasperry, Woodruff, Red berry, Apple
•
Main pack types: PET bottle, glass bottle
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Brewers Fassbrause
•
Name should show the origin of a brewer‘s product
•
A mixture out of alcohol free beer (30%) and 70% lemonade with added flavor
•
Positioning: refreshing, healthy, natural, flavorful
•
Distribution started in Cologne area to the whole Germany
•
Lower sugar level, around 20-35 kcal/100ml)
•
Typical flavor: Lemon, Lime, Elderberry
•
Main pack types: 33cl glass bottle (clear), can
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Some keywords
Innovation
Adult
oriented
Fruit flavor
Natural
Refreshing
Healthy
drinking
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Market development
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Volume development
Mil. Liter
90
80
70
60
50
40
30
20
10
0
2009
2010
Fassbrause
2011
2012
2013F
Malt based Lemonades
Source: Canadean
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Development flavors (Fassbrause)
2011
2012
-17.3
32%
Others
49%
13%
-1.2
14%
30%
Orange Var.
Lemon, Lime
+9.5
20%
Eldeberry
+9.0
25%
16%
Source: Canadean
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The future
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Future trends
German market - volume
• Canadean forecast is around 180 mill. Liter in 2016
• Main flavors elderflower, lemon, orange
• Distribution should increase in the on-premise channels
German market - trends
• New flavors – herbal, exotic fruits
• New pack types – PET bottle for the on-the-go consumption
• Other ‘adult’ lemonades with low sugar
International trends?
• Interesting category for international brewers
• Export opportunities for German brewers
• Interesting product for the central European region
• Using the trend for healthy and bitter/dry beverages
Monitoring
• Fassbrause is part of Candean’s annual soft research
• Additional a more detailed report about the category is available
end of June
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Thank you for your attention
Canadean Central Europe GmbH
Gerbermühlstrasse
Mainzer
Landstrasse1149
60329 Frankfurt am Main
60594
Germany
Ulrich Eisenblätter
General Manager
T: +49 69 247 528 930
F: +49 69 247 528 977
M: +49 177 895 8715
E: [email protected]
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