WALDEMAR BEHN draws positive balance for 2024 and sets optimistic accents for 2025

The family-owned company WALDEMAR BEHN looks back on a successful year 2024, marked by innovations, sustainable measures, and international growth. Highlights were the introduction of Kleiner Feigling Die Dose, the transition of Dooley's to a purely plant-based recipe, double-digit growth of DANZKA Vodka, and ANDALÖ Nordic Aperitif as a growth winner in the aperitif segment, particularly due to its success as ANDALÖ Spritz. For 2025, the spirits manufacturer plans anniversary promotions for Kleiner Feigling and Küstennebel, as well as product innovations. At the same time, the company continues to focus on sustainability and its position as an attractive employer in the region. Managing Director Rüdiger Behn is optimistic and sees WALDEMAR BEHN well-positioned for the future.

For the spirits manufacturer WALDEMAR BEHN, 2024 was a year of growth, innovation, and sustainability. With successful product innovations and a consistently implemented strategy, the family-owned company was once again able to strengthen its position as one of the leading players in the spirits market. "2024 was a year full of progress and positive developments for us, even though we did not achieve our ambitious goals in all areas. Nevertheless, we look back with gratitude and forward with confidence," summarizes Managing Director Rüdiger Behn.

Successful innovations and strong brand performance
With the introduction of Kleiner Feigling Die Dose, WALDEMAR BEHN achieved a milestone: The popular brand was successfully expanded into the growing market of RTDs (Ready-to-Drink), thus appealing to even more consumption occasions. "No other brand offers such diversity to perfectly accompany every type of socializing - from miniatures for spontaneous moments to cans for on the go," says Behn. Another highlight was and is the transition of Dooley's to a purely plant-based recipe for all varieties, making Dooley's once again the innovation leader, as no other cream liqueur brand has yet taken such a consistent step into a sustainable future. The company was also able to impress internationally: The premium vodka brand DANZKA Vodka recorded double-digit growth both domestically and abroad. ANDALÖ convinced in the aperitif segment. "In addition to the bottle upgrade at the beginning of the year, the cooperation with the Italian family-owned company Serena Wines and the promotional set with high-quality Prosecco were highlights for us this year," Behn looks back.

Sustainability as a corporate principle
Sustainability was, is, and remains a central component of the corporate strategy. "For everyone, our sustainability activities become visible in the new Dooley's. We are doing away with the previously used plastic sleeve. Instead, only environmentally friendly paper labels are now used. Since the content consists of plant-based raw materials, the overall CO2 footprint of the product is also reduced. For us, sustainability is not an option, but an obligation - both in our products and in our entrepreneurial actions," emphasizes Behn. Further measures include the ecological design of the company premises and the planning of a CO2-free heating system.

Looking ahead: Anniversaries and product innovations in 2025
2025 will be a year to celebrate: Küstennebel turns 40 and Kleiner Feigling celebrates 33 years full of party moments. "As a thank you to our incredibly loyal fans, there will be the Kleiner Feigling Anniversary Mix: 12 bottles plus 2 bottles of the exclusive Lemon Sour variety for free - a real highlight for any party and a tribute to 33 years of celebrating together. Just like our motto 'Celebrating life with open eyes'," Behn announces.

With ANDALÖ, WALDEMAR BEHN is focusing on the further growing Ready-to-Drink segment. The aperitif favorite ANDALÖ Spritz will conquer the summer with 100% freshly fruity taste as a premix in a bottle.

As a family-owned company in its fourth and fifth generation, WALDEMAR BEHN remains an attractive employer in the region. "We are proud that many of our employees spend their entire working lives as 'BEHNianers' and not infrequently also win subsequent generations for a position on the Behn team," says Behn. The transition from the 4th to the 5th generation, which will take place in 2026, also underscores the values of the family business. "Although still in trainee mode, the 5th generation, namely Lisa and Asmus Behn, are already influencing the existing management with their fresh knowledge, thoughts, and ideas. For us, tradition is the basis for innovation. This was already the case in the 4th generation and will not change in the 5th generation either," Rüdiger Behn is certain.

For the coming year, Rüdiger Behn sees continued stable demand in the spirits market, with a growing focus on RTDs and sustainable product concepts. "We want to continue offering consumers small moments of enjoyment that they can share in convivial company. Our brands stand for exactly this promise," Behn explains.