Vivaris optimizes distribution channels for Mio Mio - New partnership to build up distribution in the south

With immediate effect, Vivaris Getränke GmbH & Co. KG, a subsidiary of Berentzen-Gruppe Aktiengesellschaft, is launching a contract filling partnership for the Mio Mio brand with the long-established Imnauer Mineralquellen GmbH in Haigerloch, Baden-Württemberg. This partnership creates another distribution location for the brand, from which southern Germany can be supplied more flexibly and comprehensively. All eight varieties of Mio Mio will be filled at the mineral fountain. 

Mio Mio product range
© Vivaris Getränke GmbH & Co KG, Mio Mio product range
Source:  Company news

"The success of Mio Mio to date, with double-digit growth rates in every year since its launch, shows the potential of the national brand. In order to make Mio Mio even more available in the south, we are now relying on this additional filling and distribution location in Baden-Württemberg," explains Vivaris Managing Director Tobias Wiesner.

With Imnauer Mineralquellen, Vivaris is relying on a partner with tradition and high quality standards. "Through the associated expansion of production capacities and shorter transport routes for the southern German region, we achieve better availability of goods, greater efficiency in the logistics chain and ultimately a reduction in CO2 emissions," explains Oliver Haag, Head of Production and Logistics for the entire Berentzen Group.

This is also ensured by the newly launched Berentzen-Vivaris Vertriebs GmbH in July 2020, whose team will be further expanded not only to increase density in the core area, but also for increasing distribution in southern Germany. With these two measures - cooperation with Imnauer Mineralquellen on the one hand and expansion of the field sales force on the other - the increasing demand for Mio Mio will also be served in the southern German states, both in the short and long term. 

You might also be interested in


Selected Topnews from the beverage industry