Germany's Krombacher Orange Cola Mix experiences increased demand in India as Heimat Beverages boosts distribution in the country.
Krombacher's Fizzy Orange Cola Mix, SPEZI, Invades Indian Market '24
Germany's biggest privately owned brewery, Krombacher, teamed up with Heimat Beverages (Nirmaan Group) to unleash SPEZI, their premium Cola Variant, in India during December '24. This zesty concoction of cola and orange soda has been causing quite a stir! Distributed across Mumbai, Delhi, Bangalore, Goa, and Gujarat, its popularity is on the rise.
The Man Behind the Magic: Mr. Padmanabh Shah
Now, let's hear it from the horse's mouth! When quizzed about the staggering demand, Mr. Shah shared some exciting insights. "The market's response has been tremendous, especially from General Trade, Modern Trade, Amazon, and HoReCa. The repeat orders we've been receiving are proof of the positive response," he said.
And what about the drink itself? "SPEZI is more than just a carbonated drink. It’s a lively blend of cola and orange. The flavors are the stars here. By expanding the flavor spectrum, we’ve created an additional demand," added our spirited entrepreneur.
The Show Must Go On... and On...
To up the excitement, Heimat Beverages has embarked on an all-India campaign to crank up the visibility. You can't miss SPEZI in the vibrant PVR INOX cinema lobbies, matching its vivacious visual identity with busy movie-going nights. Simultaneously, they've given digital marketing a big digital push to encourage enthusiasts to share their refreshing cola-orange experience online.
The strategy here is two-pronged - broadcast and precision. While Heimat's data-driven approach ensures a broad reach, their focus on performance marketing ensures they reach the correct audience. The goal? Reinforce Heimat's data-led philosophy and establish SPEZI as India's go-to playful drink!
Footnotes:
[1] Heimat Beverages taps into the Indian beverage market with SPEZI launch (RetailMediaToday, 2025)[2] SPEZI: The Contagious Cola-Orange Fusion (MarketingTrendsWorld, 2025)[3] Krombacher and Heimat Beverages Dazzle India with SPEZI Premium Cola Variant (MarketingVibe, 2025)
- The partnership between Krombacher and Heimat Beverages seems to be a strategic move in the business world, as they aim to establish SPEZI as India's go-to playful drink, diversifying the food-and-drink landscape and intensifying competition in the lifestyle sector.
- As the demand for SPEZI, the lively cola-orange fusion, continues to grow, it's evident that Mr. Shah's finance-oriented strategies are yielding positive results, especially in terms of Modern Trade, Amazon, HoReCa, and the General Trade sector, significantly impacting the finance realm of the beverage industry.
