Award-winning innovations: Berentzen brand product range voted innovation of the year
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The three varieties Berentzen Donut, Berentzen Popkorn and Berentzen Hemp Woodruff, which the Berentzen Group launched in April last year as completely new products under the Berentzen brand, were chosen as the New Product of the Year 2021 in the spirits category in Getränke Zeitung's major annual trade survey with experts from beverage wholesalers.
"Courage for extraordinary product concepts pays off, as this award clearly shows. After extensive market analysis and intensive product development, it is a great confirmation for us that the new product range of the Berentzen brand was able to convince industry experts, the trade press and ultimately consumers - this gives us tailwind for further extraordinary projects," says Dr Stephan Susen, Head of Marketing at the Berentzen Group.
As one of the German market leaders for liqueurs, the Berentzen Group is serving several trends with its new product range. The demand for sweet liqueur varieties continues to rise in Germany, lower alcohol is in demand and consumers are still looking for special products for extraordinary moments in company. "The three varieties not only convince with their special taste, they also stand out with an eye-catching look and thus set completely new impulses on the liqueur shelf," Susen continues.
Following the launch of the three fancy flavours last year, the Berentzen Group is supporting the new flavours this year with attention-grabbing marketing activities - from POS campaigns and sampling measures to online marketing campaigns aimed at targeting the young target group of 18-29 year-olds.
