India, June 17 -- Krombacher, Germany's largest privately-owned brewery, launched its premium cola variant Spezi in India in December 2024, in partnership with Heimat Beverages (Nirmaan Group). The distribution has gained significant traction and is currently expanding across Mumbai, Delhi, Bengaluru, Goa, and Gujarat.
Speaking about the growing momentum, Padmanabh Shah, Founder of Heimat Beverages, said, "The demand from general trade, modern trade, Amazon, and HoReCa has been highly encouraging, and the volume of repeat orders is a clear testament to that. We're also receiving a large number of corporate gifting orders."
Shah added, "Spezi is a sparkling, refreshing mix of cola and orange soda. It's a non-alcoholic fizzy drink. Flavor plays a major role in soft drink preferences, and the variety Spezi offers is driving this additional demand. It's a fun drink-and India is loving it."
To boost awareness, Heimat has launched a nationwide campaign across PVR INOX cinema lobbies, aligning Spezi's bright and playful identity with the high footfall of moviegoers. Simultaneously, a digital push is engaging consumers online, encouraging them to share their cola-orange experience. This dual strategy-combining broad reach with performance-driven marketing-reflects Heimat's data-led approach in establishing Spezi as a vibrant, youthful beverage in the Indian market.
Published by HT Digital Content Services with permission from FoodTechBiz.