BERENTZEN EVOLVE 2030: Berentzen Group unveils new corporate strategy

“Society as a whole, and thus also the markets in which we operate as a group of companies, have undergone profound and lasting changes in the recent past – a process that will continue in the coming years,” explains Oliver Schwegmann, CEO of Berentzen Group Aktiengesellschaft.

Against this backdrop, the Berentzen Group has worked with a renowned trend research institute over the past few months to analyze how society as a whole and the consumer market in particular will develop over the next five years. “On this basis, we have identified the trends relevant to the Berentzen Group and defined concrete implications and conclusions for our business model,” says Schwegmann. Among the five trends classified as significant is longevity—the pursuit of a longer, healthier life is becoming increasingly important. Social network footprinting is changing how brands become visible and relevant. Gen Z and Alpha are shaping product offerings and shopping behavior with their own preferences, desires, and expectations. The group strategy developed on the basis of the Berentzen Group's conclusions is essentially based on four pillars: new brands and products, new markets, new distribution channels, and new cooperation models.

New brands and products
People are constantly on the lookout for new products – driven by the desire for individuality. More and more consumers are also paying attention to products that support their health and longevity. The Berentzen Group will therefore consistently develop new products in the coming years that are geared towards consumer needs and serve the associated trends. “In all three segments – spirits, non-alcoholic beverages, and fresh juice systems – we will develop products that, on the one hand, contribute to future trends and, on the other hand, fulfill the promise of pleasure that the Berentzen Group has always stood for,” said Schwegmann. Corresponding concepts are in the pipeline and accompanying market research has already been launched.

New markets
In contrast to many Western societies, the rising purchasing power of a growing middle class in emerging markets is driving demand for consumer goods, which goes hand in hand with corresponding economic growth. Increasing urbanization in many countries around the world is changing consumption habits and opportunities. In this context, the emerging regions include the Middle East, Southeast Asia, and some countries in North Africa and the sub-Saharan zone. "The five largest cities in Southeast Asia, for example, have seen their purchasing power increase by over 40 percent in the last three years. We have therefore developed a comprehensive market strategy for our business with premium private label products in order to expand with local partners in precisely these regions and build up business with so-called exclusive brands for large retailers. Initial direct talks with retail companies from Southeast Asia are already taking place. In addition, we have also begun to establish business relationships and distribution partners in emerging markets in our fresh juice systems segment. We will continue to focus on further expansion in this area,“ said Schwegmann. In addition, the internationalization of Mio Mio in neighboring European markets will be pursued more vigorously. ”To ensure that this business gains momentum as planned, we have recently adapted the necessary internal structures. In addition to Poland and the Netherlands, we have also recently launched in Belgium with a major retail partner," explained Schwegmann.

New sales channels
Shopping behavior is undergoing a period of transformation. Consumers are increasingly choosing new points of sale and sales channels – both online and offline. In addition to traditional food retailers, drugstore chains, train station shops, kiosks, vending machines, gas stations, other convenience stores, and online retailers are becoming increasingly important for beverage sales. "Today, the Berentzen Group's focus is largely on sales in the German food retail sector. Although this channel will remain very important for us, we are broadening our base. We are convinced that we can establish relevance in additional sales channels in all our business areas with both existing and new brands and products. The drugstore, gas station, and vending machine business with the Mio Mio can, which began this year, encourages us to intensify the relevant contacts and advance into additional channels," says Schwegmann.

New collaborations
Collaborations between different companies are becoming increasingly important. Traditional product offerings are increasingly becoming service-based models. In addition to established collaboration models, new models are creating additional business opportunities. “We are already in initial talks and will systematically explore and implement opportunities for cooperation with partners in the coming years. The initial focus will be on sales cooperation,” said Schwegmann. In 2020, the Berentzen Group established its own sales force – Berentzen-Vivaris Vertriebs GmbH. In 2025, key account management, the catering teams, and the internal sales departments of the branded spirits business in Germany and the non-alcoholic beverages business were also brought together under this umbrella. “The synergy effects resulting from this project enable us to take over or support the distribution of strong national or international brands under license. In addition, we have already proven in the past that we can successfully support various brands,” explains Schwegmann.

Further details of BERENTZEN EVOLVE 2030
“In addition to the new areas, our existing core business also offers significant potential for further sales growth and the consistent pursuit of our profitability ambitions,” says Schwegmann. This includes, among other things, the further expansion of the mini business under the Berentzen brand, which has grown very dynamically in recent years, a comprehensive modernization of the Puschkin brand, the expansion of the Citrocasa brand's fruit press business with new generations of machines, and the expansion of distribution of the Mio Mio brand's canned packaging, which was successfully launched this year. “Looking ahead to 2030, however, it is clear to us that the distribution of sales across the individual segments of the Berentzen Group will shift significantly due to the multitude of new topics. The share of sales accounted for by non-alcoholic products will increase significantly, even though we have also identified growth projects in the spirits segment.”

The Berentzen Group aims to increase its consolidated sales revenues to over €200 million by 2030 and to increase its consolidated EBIT margin to over eight percent.