Beermakers add flavour to tap changing customer tastes

Apple cider flavoured beers have enjoyed a surge in popularity in recent years, accounting for 88 per cent of the global flavoured beer market by last year, according to research, and driving alcohol manufactures worldwide to incorporate the taste into their product offering.

“Consumers are demanding something different because familiar products such as lager have lost their appeal. Flavoured drinks have thus seen a rise in preference because they offer something unique and it also appeals to consumer senses,” said Stella Kimani, a Kenyan brand strategist.