OeTTINGER realigns its strategy: "Beverages. Fair. For everyone."
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From brewer to beverage manufacturer
"We have been making beer for almost 300 years. High quality at a fair price. Now we have decided to expand our soft drinks and innovation divisions. OeTTINGER is transforming from a beer brewer into a beverage manufacturer," says CEO Stefan Blaschak, summarising the changes.
By 2026, we at OeTTINGER want to generate the majority of our turnover with non-alcoholic and innovative beverages. From spring 2024, we will therefore operate under the umbrella brand OeTTINGER GETRÄNKE. "The promise to our customers is: fairness! Because we will continue to stand for the best quality at a fair price, affordable for everyone," explains Stefan Blaschak. "And we will pay particular attention to remaining profitable as a company and becoming even more profitable."
Expansion of own brands and export business
The core element of our strategic focus is to strengthen our own brands. In just a few months, our main brand OeTTINGER will be given a new look. "We are turning good things inside out," comments Stefan Blaschak on the brand relaunch. We are also launching a new brand: Oe. "With Oe, we are challenging the entire beverage market. Oe will be synonymous with creative, new and unique product ideas. Whether alcoholic or non-alcoholic, canned or bottled, brewed, distilled or blended.", explains our CEO the new range.
Sustainability and social responsibility
We will also be rolling out our sustainability strategy in the coming year. The aim is to significantly reduce CO2 emissions. Stefan Blaschak explains: "We have always worked in a particularly resource-conserving and energy-efficient manner. We are sustainable because it is simply part of the job. But now we are going one important step further and defining specific projects along the SBTi in order to make a scalable contribution to climate protection."
From 2024, social commitment at a regional level across Germany will be another pillar of corporate social responsibility at OeTTINGER. We are expanding what we started many years ago with employee development and support for individual, small initiatives and making it a clear hallmark of OeTTINGER GETRÄNKE.
We will also invest in the further development of our workforce. Stefan Blaschak emphasises: "The promise we make to our customers also applies to our employees: fairness!"
