Is the world ready for an organic soft drink brewed in Germany?
With consumers increasingly concerned about wellness and quality, the makers of an all-natural fizzy soft drink called Bionade are planning a foray into new territories. Some industry analysts predict the small company will have a tough time making an impact outside its home market, in a cut-throat global beverage market where choices abound. “We plan to go into the whole of old Europe this year as well as the U.S., and the Canadian and Japanese markets,” Peter Kowalsky, chief executive of the privately held firm, told Reuters. In flavours including orange ginger, elderberry, lychee and herb, the self-styled “first and only non-alcoholic refreshment drink produced by a purely organic process” has become Germany’s trendiest beverage, even though its makers shun advertising. Kowalsky plans to pursue the advertising-free route abroad, and is determined the firm will not be bought out — he says he has already spurned an approach from Coca-Cola. BEER-BREWING PRINCIPLES Bionade was founded
