Germany's brewers - even those who initially criticised the beer mixers - have long since entered the mixed beer scene. Only very few remain abstinent in that department, either out of conviction or financial calculation. After all, even investments are a matter of taste. The German beer market has had to stomach a total minus of nearly 3% of 105M/hectolitres. Mixed beers come in fourth in consumption after "Pils" (60% market share); "Export" (12.5%) and "Weizenbier" (wheat beer, 8.7%). Mixed beers have around 4% market share, but they cannot make up for the overall slowdown in sales. Brewers know this, yet keep mixing, far from having reached the end of their creativity. This article asks what survival strategies do Germany's small, family-owned breweries have and what they are doing to keep up with the big companies.
