bionade

10.04.2023 Angelina Lenz, Michaela Strobel, Alisa Lennhoff

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BIONADEI. Overview

II. Enviromental commitment

III. Marketing

IV. Product range

V. Expansion

VI. Sources


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Overview


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The company• A privately owned German company

• Situated in Ostheim, in the „Röhn“ area

• Founded in 1995 by Dieter Leipold

• About 100 employees

• Offshoot of the Private Brewery Peter


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History• Leipold fiddled day and night about the invention of the first

organic refreshment drink

• Not enough money to advertise the product

• Offered their license to big German breweries refused

• Bionade began to sell the drink in health ressorts and fitness centers not enough purchasers

• Turning point: Bionade appeared in the Hamburg In-Location “Gloria“


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Enviromental commitment


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Environment• The Röhn region:

o In Bavariao Low mountain rage embossed by volcanism

• UNESCO biosphere reserve:o Preservation of cultivated landscape o Support of agriculture


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Memberships• “Business and Biodiversity Initiative“

o Diversity of the ecosystemo Diversity of specieso Genetic diversity within one species

• Project “Bio-Landbau Rhön“o Steady supply of organic products

by local farmerso New plants open up new markets

for local farmers


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Fermentation• Dieter Leipold dreamt of

“Fanta without Chemicals“• Bionade is organically brewed:

o Fermentation of malto Brewed like beer via microorganisms:

oBacteria gained from Kombucha-fungusoDextrose is transformed into fruit accid instead of

alcohol

• Patented fermentation process


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Purity Law• Bionade comitted to obey a purity law similar to

the German beer brewing purity law

• 95% of raw materials are according to EG-Regulations organic

• Addition of artificial flavours, colouring and preservative agents forbidden

• Guidelines of “German Unions for organic crop growing“ are followed


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Marketing


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Advertising• First Bionade tried to advertise solely on the “Health

Claim“ New packaging design and strategy:

HIP LIVESTYLE BEVERAGE

• Sponsors cultural, sports and kid‘s events• Advertising campaign:

All across Germany and straight across all target groups

• Cinema spots, beer mats, posters, …


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Market development

2002/03 2 million bottles per year2004 7 million bottles per year2005 20 million bottles per year2006 70 million bottles per year2007 200 million bottles per year


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Expansion


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Europe• Export to:

Netherlands, Belgium, France, Sweden, Spain, Italy, …

• Austria and Switzerland: took over 2 years to establish the brand


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USA• 2008: Decision to enter the US market

• Corporation with another German company

• Plans to build a factory facility in Iowa

• Own plantations to grow organic ingredients


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But:• Bureaucratic hurdles (paperwork, money)It took one year to get all permissions

• Lifestyle hurdles :o Americans associate fermentation with alcoholo Rivalry with CocaCola and Pepsi

• Nevertheless:production will start at the end of 2009


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Dilemma• Expansion vs. Organic claim

• Boom of organic fruits led to shortage on world market

• Bionade can‘t expand with products based solely on organic fruits

Awards

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Sources• http://fazarchiv.faz.net/FAZ.ein• http://www.bionade.com/• http://www.manager-magazin.de/magazin/

artikel/0,2828,266038-3,00.html• http://ww.spiegel.de/wirtschaft/

0,1518,590002,00.html• http://www.sueddeutsche.de/wirtschaft/

220/458868/text• www.business-and-biodiversity.de

Angelina Lenz, Michaela Strobel, Alisa Lennhoff

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