Berentzen 2028

By focusing even more on our three strategic core brands, Mio Mio, Berentzen and Puschkin, we will almost double their sales by 2028 and significantly increase their brand value.

To achieve this, we are increasing the marketing budgets for Mio Mio and the Berentzen and Puschkin liqueur campaigns by EUR 500,000 per year. We are also investing heavily in the further development of our sales team. To this end, we will hire five additional employees each year for our sales company, Berentzen-Vivaris Vertriebs GmbH.

We will also continue to drive the markets forward with new innovations.

In addition to our established strategic core brands, we are always on the lookout for new ideas that we can turn into real growth stars. Initially, we operate these as satellites, i.e. they are not yet fully integrated into our core business. Mio Mio was also launched as a satellite, in a business previously dominated by regional mineral waters and contract bottling. Over time, with increasing success, we have developed Mio Mio into a strategic core brand.

The satellite concept offers the opportunity to give individual brands or Group companies the freedom they need to develop in the best possible way. An example of this is our Citrocasa GmbH, which as a system provider is fundamentally different from the core business of the Berentzen Group. By giving the management a high degree of freedom, we nevertheless ensure that Citrocasa has the best possible conditions for growth. The company generates solid profit and liquidity contributions that also fuel growth elsewhere in the Group. And depending on how they develop, all satellites have the potential to become important enough to become part of our core business. If not, we will monetise the assets.

We will more than double the sales of our Mio Mio brand between fiscal 2023 and 2028. To achieve this, we will consistently focus our Non-Alcoholic Beverages segment on Mio Mio, analyse the profitability of our other product portfolio and streamline it accordingly. This will free up the necessary resources to accelerate the growth of Mio Mio. By the end of 2028, around 75% of the segment's sales will be generated by Mio Mio.

To make this possible, we will also review all structures, processes and the entire supply chain and implement ambitious measures. In addition, we will make even greater use of synergies within the Group, especially in sales, and significantly increase our energy efficiency and energy self-sufficiency through further investment in renewable energy concepts.

We are one of the leading producers of private label spirits. The share of private label products in the market is growing steadily in all price categories - from entry-level to premium products. The Berentzen Group offers high-quality, exclusive spirits products at every price point. This gives us both short and long-term growth potential. And the private label business is not just an accessory for us, but a real value driver!

In order to maintain and strengthen our position as a cost and quality leader in the years ahead, we will invest heavily in the digitalisation of processes, production facilities and energy supply. We are also driving the private label market with continuous product innovation.

Sustainability has always been of paramount importance to our Group, which has a history stretching back more than 260 years. In recent years, we have continued to strengthen our sustainability efforts. These include our voluntary sustainability reports, the installation and expansion of photovoltaic systems on our production buildings, our membership of the UN Global Compact and numerous projects in the area of occupational safety and employee health.

This commitment is literally award-winning: we are very proud to be in the top two per cent of all companies rated by EcoVadis worldwide. More than 100,000 companies have already participated in this prestigious ESG rating. But we are not resting on our laurels, we are constantly setting ourselves ambitious new targets. We are therefore updating our existing sustainability strategy in the course of the fiscal year 2024.