BORCO drives strategic realignment with sale of PALOMA Lemonade to Columbus Drinks GmbH

With the sale, BORCO sees the best prerequisites for joining forces, creating resources and setting up the existing portfolio in a more focused way in sales. "The development and launch of PALOMA Lemonade was a project close to BORCO's heart and I am delighted that we were able to find a partner in Columbus Drinks who shares our passion for the brand. Thanks to Columbus Drinks' experience and strong distribution network, the brand's potential can be exploited while we can continue to focus on our core competence, the spirits business," says Markus Kohrs-Lichte, BORCO CEO.

The brand with the grapefruit flavor was introduced to the market ten years ago. It all began with the idea of bringing the PALOMA Margarita, popular in Mexico, to Germany in combination with SIERRA Tequila. In the years that followed, the brand became a success story as a soft drink and more than 20 million PALOMA Lemonade cans have been sold nationally and internationally since its launch. BORCO has succeeded in developing the brand to such a high level in a challenging competitive environment that the next steps for PALOMA can inevitably only be taken by a specialist in the soft drink sector. Thanks to numerous initiatives, including collaborations with well-known artists as well as OOH campaigns, the brand is now an established lifestyle brand, which is now opening another chapter with the sales and marketing power of Columbus Drinks.

"We have big plans for PALOMA and would like to add a few chapters to the success story. The brand is already shaping the grapefruit lemonade segment like no other. Here, we have set ourselves the goal of giving the brand new impetus with innovative further developments and strongly reviving the category," says Jörg Harders, Managing Partner at Columbus Drinks.