Gösser opened a new era in terracing

By: Trademagazin Date: 2024. 08. 05. 11:58

Gösser Spritz beer cocktails appeared on store shelves and on beer taps in restaurants in May to shake up the domestic beverage offer. What inspired the category-creating novelties and how is a new drink born? Katalin Perényi, marketing director of HEINEKEN Hungária Zrt., and Kitti Szanyi, manager of the Gösser brand, spoke about this at the company’s press event, where the perfect terrace experience was provided by Gösser Beer Spritz Strawberry and Botanic.

“Immerse yourself in the moment!” – says the Gösser brand, encouraging its consumers to bravely take a break in the rush of everyday life, because life can be like this: Gut. Besser. Gosser. HEINEKEN Hungária Zrt took this creed to a new level, as the company came up with a completely new product for this year’s terrace season. The Gösser Spritz beer cocktails in two flavors – strawberry and juniper – have arrived on the shelves of domestic stores and in the beverage selection of some restaurants and entertainment venues, to compete with the well-loved classics and bring a new level to relaxation on the terraces, anywhere, anytime.

Gösser Spritz beer cocktails were created by HEINEKEN Hungária in response to Hungarian market and consumer needs.

“We are proud of the company’s product portfolio, as our alcoholic, non-alcoholic and flavored beers are popular. Observing trends and consumer needs, however, we find that innovations based solely on a new flavor are less likely to move the market. At the same time, the cocktail, spritz, long-drink segment is extremely popular. These are the easy-to-drink, bubbly flavored drinks that younger generations also prefer. With the Gösser Spritz beer cocktail available in two flavors, we want to appeal to them as well,” said Katalin Perényi, marketing director of HEINEKEN Hungária Zrt.”In the case of most flavored beers, we strive for the beer as an ingredient and its taste to play a significant role in itself, but in the case of Gösser Beer Spritz, the bitterness and characterful beer taste take a bit of a back seat. Beer gives freshness, bubbliness and foam, but its flavor is dominated by cocktail flavor inspirations. During the very exciting product development, we tested the taste directions on domestic consumers, and this is how the final flavors were formed under the supervision of our brewmaster. The taste of our strawberry beer cocktail evokes the atmosphere of Strawberry Caipirinha cocktails, while Botanic has strong, spicy flavors, which are made special by the characteristic aromas of juniper berries.

– added the specialist.