Flavoured drinks have transformed cider and spirits – but can fruit beers and lagers do the same for a beer category in flux? By Rob Hallworth, NIQ

In recent years, flavoured spirits and cider have disrupted established categories, attracting a new generation of drinkers. Add to that the rapid rise of RTDs which deliver variety, convenience and a wider array of flavours, and it’s clear that flavour is a dominant force in the alcohol market.

Fruit cider, for example, has carved out a clear position as a go-to choice during the summer months that shoppers cherish. In contrast, the landscape looks quite different for beer.

Flavoured beer, while relatively small in comparison to fruit cider, offers a more diverse landscape which, while giving many different options, makes it more difficult to navigate. From fruit-led IPAs to sours, shandies, fruit lagers and spirit-infused brews, there’s a growing array of options that could resonate with younger, flavour-seeking shoppers.

Added to this – and as the low & no beer category develops – flavoured options are becoming more readily available. However, these products are often spread across multiple shelf locations, with the craft fixture being the most common, adding another layer of complexity for shoppers.

Standalone category

One brand leading the charge in fruit lager is Jubel. With total trade sales exceeding £50m, Jubel has impressively doubled its take across both on and off-trade channels in the past 52 weeks. Typically found in the craft beer aisle, Jubel appeals to shoppers looking for something different, making it a perfect fit for consumers seeking an accessible and refreshing liquid.

However, Vic Gomm, Jubel’s head of off-trade, sees the future of fruit lager as a standalone category. She says: “While the craft sector has given us the opportunity to reach new shoppers, we feel fruit lager brings excitement, newness and value to a relatively stagnant lager category and is capable of being a segment in its own right.

“We feel our proposition and the wider fruit lager category can help to bring in those all important younger shoppers and, more importantly, females. Craft beer drinkers are 83% male, whereas our split is 50/50.”

CGA by NIQ research highlights that almost two-thirds of consumers buying a drink outside of the home claim to be likely to repurchase for consumption at home, showing the importance of both channels.

Gomm agrees: “Given our passion to target younger consumers through festivals and other out-of-home activities, we look forward to seeing our on-trade success continuing into the retail channels.”

So where is the opportunity for beer? The beer category is navigating a challenging landscape, from declining shopper numbers to shifting policies that are forcing manufacturers to rethink their strategies.

At the same time, the lines between alcoholic drinks, low & no beer, functional beverages and soft drinks are becoming increasingly blurred, creating a more diverse and fast-evolving drinks space.

Manufacturers and retailers are looking at the total drinks category with fresh eyes, exploring how to reinvigorate it.

There’s a clear appetite for innovation and, if the goal is to inject new energy into the beer aisle, carving out a dedicated space for fruit-led options might just be the next move.