27 November, 2007 – German brewing outfit Bitburger has announced plans to widen its product range to include fruit juices.
From February 2008, Bitburger, which is a leading producer of premium beer in Germany, will launch what has been described as a “sales co-operation” with Austrian beverage producer Rauch to sell fruit juices.
The move has been seen by some analysts as a way for the German firm to reduce its dependence on alcoholic drinks while making a foray into the lucrative soft drinks market.
In a statement to FLEXNEWS, Peter Rikowksi, managing director of group marketing and sales, said: “With this co-operation we offer our customers an even better service. It was the high quality of their juices and their international success that convinced us of Rauch as the best partner for this project.”