You could say that soft drinks have become less popular in recent times because of things such as health trends, national weight increases and the ‘awareness’ of consumers.
It has indeed been found that the amount of litres of soft drinks consumed per person has decreased a lot. But that does not necessarily mean that all types of soft drinks, by definition, have become less popular.
The ‘old famous brands’ have recently become slightly less popular (although they are still consumed in great numbers worldwide), but in the meantime a whole new segment of ‘trendy’ drinks has appeared on the market, which have their own unique audience. These drinks do not decrease in popularity, but actually have seen an enormous increase. An excellent example of this are the cult drinks. That is why we will highlight them.
These cult drinks are becoming more and more booming especially in the nightlife scene. The German drinks industry in particular seems to be doing rather well. Amongst them are Club-Mate, Sauer Rhabarberschorle, Berliner Fassbrause and Papa Türk. Very characteristic for cult drinks, is the exclusive design combined with an often progressive element in the drink itself, such as a high caffeine content.
Please find below a small overview of some of the trendy drinks we are talking about, with their characteristic retro design:
This ‘mishmash’, originally from Hamburg, was created in 2002 when two friends thought they could actually do better than the drinks from the major brands. What is so special about this drink? It contains an extremely high, maximum allowed amount of (natural) caffeine and no added colourants or sweeteners, which have only benefited the drink. In addition it is manufactured in an environmentally friendly way.
This Dutch drink has only been in existence since 2012 and is now gradually starting to create brand awareness. This bottle also contains 100% natural stuff. The brand has now six flavours ranging from rhubarb to lime.
This drink is not German, but Russian. It is so that it was given a new lease of life in Berlin and that since then this soft drink with its ‘pine wood flavour’ has become a big hit in the whole of Europe.