The ungrateful business of the Hipster lemonade

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Actually, it would have been only logical, if Jonas Groseker would have created a new Craft beer or a Gin. As a trained bartender of the Bremen knows with alcoholic beverages. But Groseker opted for soda. “I was bored with the lemonade market,” says the 30-Year-old. Without a Business Plan, just out of Conviction, he put, tried countless recipes until the “J’s lemonade” was finished. An even greater challenge, however, will be to assert themselves on the market. Because the business with soft drinks is tough.

Regional Start-ups

A glance at the supermarket shelves and the menus of cafes and pubs: In the case of Limos a lot with mixing. In addition to the major manufacturers such as Coca-Cola and Pepsi are also many mineral springs and Breweries to sell sweet shower. A confusing number of small brands, behind those of most Start-ups are coming for a few years. Many of which are only regional, or even only in some of the Bars available, as in the Craft-beer scene. More niche.

the Limo hip and also inspired others. In the case of alcohol-free beverages (Wafg) call regularly young entrepreneurs to get tips for the creation of a new brand. “Sometimes the very serious concepts,” says managing Director Detlef. “The idea in practice, it is not so easy.” In addition to the great competition among many appreciated the high production requirements and hurdles in the distribution. Accordingly, large the fluctuation is.

courting As many different brands and varieties currently in the favor of the Limotrinker, cannot, therefore, say that even the industry Association. The Per capita consumption in Germany was in the last year, 75.5 litres and was thus once again on the decline. The Wafg calculated on the Basis of the Federal Statistical office recorded production volume, foreign trade statistics and the population. Concrete sales figures are not available according to the Association.

high-priced sodas in the Trend

this year, the Wafg expects because of the Super-summer, with a sales increase of around two percent. In addition to the classic varieties, the German attack for some time, increasingly innovative and high-priced sodas. “There is a Trend to Premium products,” says the chief Executive. As for the Craft Beers, the quantities in Relation to the overall market, however, remain low.

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In this line of business wants to establish itself now Groseker. More than two years ago, he brought with peach-thyme his first Limo on the market, two other varieties followed, and a fourth is planned. His bartender Job has abandoned Groseker in the meantime, to be able to full his lemonade. So far he sold these only in Bremen and the surrounding area. Approximately 50,000 bottles are produced annually. Now Groseker want to take other cities in the attack, talks with the Northern German Headquarters of a large supermarket chain.

The entrepreneur is optimistic that he can exist apart from the top dogs. “I’m a different kind of lemonade,” he says self-consciously. “A lot of people want to try something New.” Also Joris van Velzen was just as enthusiastic and somewhat naive, as he says today. The Berlin advertising photographer has developed in 2009 by a Limo from the Soviet-times-inspired fir-aroma-shower “Vostok”. “That was rather thought of as an art project, or a weird Hobby.” But it quickly became more.

Unusual variety

the Limo is now drunk in Germany, but also in the Netherlands, Poland and other European countries. Seven of the more unusual varieties of apricot-almond to plum-Cardamom van Velzen’s Four-man company in the offer. Despite the success of the 49-Year-old is disillusioned today. “The beverage business is an ungrateful,” he says. “The profit per bottle will move in the low Cent range.”

this year, van Velzen wanted to write, actually, for the first time in the black. But then the hot summer made him, of all things, a dash through the bill. “The logistics have collapsed.” Like him, it went in phases to other manufacturers. However, “Vostok” had particularly bad luck and was not able to supply individual towns. Van Velzen is estimated, therefore, that he will be at the end of the year, with two millions of bottles sold the previous year’s level.

Alternative Cola-brand

one of the few brands that managed to make the niche, “Fritz” from Hamburg. “From day One we have made profit,” says founder Mirco Wiegert. Exact Figures for sales volume and profit, he doesn’t call but. In 2003, he and his former business partner brought out a different kind of Cola as the first, as Wiegert stressed. Today, several Limosorten and spritzers are part of the range of the 200-employee company.

That this has developed so much, Wiegert to the fact that “Fritz” was planned from the beginning as a classic company with a conservative business model. “A secret of our success is that we are already for a long time,” says the 43-Year-old. Today, the Situation is quite different, where felt every day, a new Cola and many sodas. “If you start today, are the fridges already full.”

Whether or not “J’s lemonade,” can prevail, we will see soon. In the spring of Groseker want to be able to from Limoaden-sale life.

the report of the week

a visit to the innovation lab

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By Denise Snieguole Wachter cf/Irena Güttel / DPA

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