Consumers like strawberries year ‘round and it’s no wonder that fresh strawberries are a $2.6 billion industry. Beverage Industry’s 2016 New Product Development Survey, published in January, reported that strawberry was the second most popular berry flavor used in beverage formulas with 55% of beverage formulators using it in 2015.

Move over strawberry, there’s a new player in town. Pineberry also known as Hula berry is a reverse strawberry, which is white in color with red seeds. In addition to the well-loved strawberry flavor, the Pineberry has subtle citrus hints of pineapple.

“Strawberry is a popular flavor across markets and we know younger consumers are experimental and seek new fruit flavors in alcoholic beverages. Recognizing this opportunity, Comax Flavors developed a natural Pineberry flavor for alcoholic beverages,” says Catherine Armstrong, Comax vice president of corporate communications. “Our Pineberry flavor engages consumers by combining expected and unexpected flavors.”

For more information, visit www.ComaxFlavors.com.