Strong partnership: Krombacher Spezi to start in spring 2023

Krombacher meets Spezi! The two well-known brands are now working together intensively. Because from spring 2023, Krombacher Brauerei is expanding its strong non-alcoholic brand portfolio with the new cola-orange mix "Krombacher Spezi" - and entering into a long-term partnership with Augsburg-based Brauhaus Riegele as licensor of the "Spezi" brand rights.

Strong partnership: Krombacher Spezi to start in spring 2023
© Krombacher Brauerei Bernhard Schadeberg GmbH & Co KG
Source:  Company news

"We are very excited about the new partnership between the two extremely popular brands Krombacher and Spezi. As a cola-orange mixed drink, our new Krombacher Spezi is an ideal addition to our range as well as another important step on our way to further strengthening our non-alcoholic portfolio," says Uwe Riehs, managing director of marketing at Krombacher Brauerei. Krombacher Spezi will be based on the well-known Spezi Original recipe, refined with a fruity-fresh note, and is thus a mixed drink for the whole family, naturally alcohol-free.

The special connection between the two brand icons will also be reflected in the modern, lively design appearance of Krombacher Spezi. For the launch, attention-grabbing activations and a contemporary target-group-oriented approach, especially in the digital environment, are planned in Krombacher's core sales regions from spring 2023. Krombacher Spezi will be available both in stores and in restaurants.

You might also be interested in


Selected Topnews from the beverage industry