Changing drinking habits mean that many modern adult consumers are interested in alternatives to alcohol that suit a mature palette and a desire to pursue a healthier lifestyle.
Germany-based Wild claims that adults prefer drinks that are not as sweet or fizzy as those targeted at children and teenagers.
Cider basis
To reach out to this market, the company has therefore launched a selection of flavours based on cider that aim to give a tart, tangy and fruity note to soft drinks. The Cider-Mix concepts include apple, apple and black currant and bitter orange.
A spokesperson for Wild said these are concepts that show what the company can do with the cider base but other flavours and combinations are possible. The three showcased flavours were just chosen because they are on-trend.
The apple and the apple and blackcurrant flavours fit into the domestic fruits trend while the company spokesperson said bitter orange is an increasingly popular choice.
Adult soft drinks
Explaining the reasons for the new Cider-Mix concepts, she said Wild sought to create something new from two trends on the European beverage market; namely the increasing popularity of cider and the emergence of non-alcoholic drinks aimed at adults.
Wild has already targeted the market for adult soft drinks, having developed new concepts at the end of last year based on malt, premium fruit vinegars, and kombucha tea. The Wild spokesperson said there have been requests and projects are on-going related to these concepts.
Such products are relatively new onto the drinks market and are currently generally aimed at the luxury end. Unlike traditional soft drinks that often have an inexpensive and young feel, adult soft drinks are generally marketed as premium drinks, for a more mature audience. This often means long neck, glass bottles with stylish, luxury labeling.
Adult soft drinks first emerged in the UK, but have since swept into Germany. A Wild spokesperson said Coca-Cola recognised the trend early and has raised consumer awareness significantly with its Spirit of Georgia drinks.