 Germany’s beer industry, a well-developed market that prides itself on its traditional brewing process, is being threatened by craft beer as consumers are becoming more experimental with products, says GlobalData, a leading data and analytics company.
Holly Inglis, Beverages Analyst at GlobalData comments: “Since 1516, German breweries have maintained focus on the German Purity Law; however, this is set to change with the entrant of the craft beer segment. Although off to a rocky start, which was hindered due to COVID-19 restrictions on the restaurant, bar and hotel trade, producers are beginning to invest in such products.” According to GlobalData, over the last five years (2015-2020) Germany’s beer market has recorded a compound annual growth rate (CAGR) loss of 1.3%, in line with consumers who are both monitoring and reducing their intake of alcoholic beverages. The catastrophic effects of COVID-19 were largely felt across the beer industry, with a reduction in tourism coupled with on-premise closures significantly hindering consumption opportunities. Inglis continues: “The craft market in Germany has been one of slow progress, with national consumers opting for the wide array of classic German beer types, whether pilsner, weizen or bock; the craft market emphasises unique, trendy products that tap into something that has never been done before. Craft beer types have started to gain a stronger presence since 2019, with larger breweries such as Riedenburger and Glaabsbrau innovating in craft production lines, as well as developments from more niche breweries like Brlo.” According to GlobalData’s latest survey, 19%* of consumers in Germany outlined that they sometimes try new or different varieties of alcoholic beverages, refocusing demand for novel products. It must also be outlined that beers with 0.0% ABV content are also on the rise, which presents an opportunity for manufacturers to capitalise on 0.0% ABV craft beer. In the same survey, when asked what would motivate them to try new ingredients and flavors of alcoholic drinks, 30% stated curiosity, while 10% highlighted brand trust and transparency, outlining that not only are German consumers experimental, but they are open to launches from new, or less known manufacturers, highlighting potential growth for new, craft beer producers. Inglis adds: “In the long-term, a clear divide between consumer age groups will be visible in the craft movement, which will likely see the younger age demographics consuming craft beer at festivals, bars and microbreweries, with the older generations remaining true to beers that adopt the German Purity Law. Nonetheless, if local brands are able to combine both traditional production processes with craft beers that adopt novel and innovative flavor and packaging solutions, we may see synergy between the two sub-categories.” (Excerpt from a release by globaldata)
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 The Undisputed leader in the premium whisky category, Seagram’s Blenders Pride has introduced a limited-edition pack in association with design maestro Manish Malhotra. The limited-edition pack echoes the impeccable craft of the designer and invites the consumers to ‘taste the stardom’ so one can celebrate the rich taste and unmatched craftsmanship of the pack, making a bold style statement that spells out ‘My Craft, My Pride’. The unique collectible reverberates with a contemporary design that is a true representation of the glamourous curations the designer is synonymous with. Inspired by the skillfully crafted smooth blend, the limited-edition pack is adorned with intricate patterns of his creations - with warm metallic accents and tones that build a sense of glamour, celebration, and lifestyle. Manish Malhotra’s time-honed legacy, built over 30 years, is highlighted on the pack, which embodies a seamless blend of fine craftsmanship that reflects his signature style. Blenders Pride is a premium whisky from the house of Seagram, with over 160 years of unmatched craftsmanship & expertise. It is an exquisite blend of fine-aged scotch malts from Dalmunach, Scotland, and Indian grain spirits. With a distinctive nose of malt, fruit, and spice, it’s a fine blend with a delicate aroma. The smooth blend of sweet taste and floral finish highlights the character of this elegant whisky making it a work of fine craftsmanship by our legendary master blenders.
This fine blend has been awarded globally for its supreme quality, bagging the Fifty Best Gold Award, Monde Selection Gold Award & London Spirits Competition award, all in one year (2020), and is winning hearts in India as well as select markets across the globe. Blenders Pride Rare Premium Whisky is available in 7 pack sizes, including 2L, 1L, 750ml, 375ml, 180ml, 90ml, and 60ml in India. (Excerpt from a release) Beam Suntory’s International Blended Whisky Oaksmith® Gold and Oaksmith® International win Gold and Double Gold at SIP Awards and both variants win bronze at the London Spirits Competition for its blends. India’s first International Blended Whisky ‘Oaksmith® Gold’ was recently recognized at two of world’s most prestigious awards in alco-beverages. At the 13th Annual SIP Awards at California, USA, ‘Oaksmith® Gold’ and its blend variant ‘Oaksmith® International’ won Gold and Double Gold - a testament to the Finest Japanese Craftsmanship and world-class quality the blend delivers given its commitment to purity, precision, and finest ingredients. As world’s only internationally recognized spirits competition that uses real consumers as judging panel, both blend variants competed with more than 1,000 brands from 49 countries, judged on the basis of aroma, taste, and finish. Additionally, at the 4th London Spirits Competition - ultimate seal of approval in spirits industry globally, both variants won bronze for quality, value & packaging. Judging panel consisted of spirits industry experts, with commercial buying responsibility, to ensure competition winners were exactly the types of spirits preferred by trade as well as end consumer.  Neeraj Kumar, Managing Director, Beam Suntory India said, “It is a moment of great pride for our whisky brands ‘Oaksmith® Gold’ and ‘Oaksmith® International’ to receive a grand recognition at both SIP Awards and London Spirits Competition. Oaksmith® is a premium Indian whisky crafted by Suntory’s Chief Blender, Shinji Fukuyo, and combines the finest Scotch Malts and smoothest American Bourbons using unmatched Japanese blending techniques, bringing best of East and West. These awards are a true honor and testament to the very reason Oaksmith® was launched in India - to be a brand of choice for all, while continuing to offer a premium experience to our Indian consumers. We are extremely delighted that both blend variants ‘Oaksmith® Gold’ and ‘Oaksmith® International’ performed so well at these global award platforms.”
After a successful launch in India in December 2019, the brand is rapidly expanding its geographies across the country while it continues to receive immense appreciation from consumers. The brand has already sold 100,000 cases in a few months since its launch in India. (Excerpt from a release) |
 
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