Bionade on the Rise

Germany's hip soda drink recently bonded with McDonald's' McCafe to become one of the novel products that the international chain will introduce as part of their new and healthier approach to fast food.

Hunger for more is pushing the makers of Bionade to conquer new markets. The organic soda will be launched internationally -- in the US, Canada, Spain and Ireland. Currently, Bionade is also available in Italy, France, Ireland, Benelux and Scandinavia.

Competition is never far away

The dominance which Bionade enjoyed on the German market, however, is beginning to get challenged by other makers of organic beverages, especially now that the world's largest brewer, Inbey, is jumping on the organic fuzz wagon.

Inbev has been selling drinks made of the Brazilian Guarana plant, so they are already familiar with selling alcohol-free beverages.

Despite the competition, however, Bionade does not plan to advertise widely abroad.

"Our strategy will be the same as in Germany," Peter Kowalski, manager of Bionade corporation, told the daily newspaper Der Tagesspiegel. "We will let the consumer discover our Bionade."

The company is planning to introduce a new flavor, which is still kept secret, once the competition heats up.

Sales rising quickly

The discovery and wild popularity of Bionade in Germany resembles an economic miracle. According to Wolfgang Blum, co-partner of the Bionade International Corporation, the company filled up 2 million bottles in 2003. In subsequent years, it enjoyed an annual growth of 300 percent. And this year, Bionade plans to produce 200 million bottles, up from 70 million last year.

Dieter Leopold, the man behind Bionade, came up with the idea of making a refreshing organic beverage as an alternative to the popular Coca-Cola in the 80s.

It took him eight years to complete the formula. Besides malt, Bionade is primarily made out of ingredients that are found in honey with added vitamins and minerals.

Bionade is brewed naturally in a process similar to that of making beer, except that, in the case of the organic soda, sugar does not convert to alcohol but gluconic acid, instead. The exact technology, however, remains a trade secret.

In 1996, the blueberry-flavored Bionade -- made and bottled in the small family-owned brewery -- hit the German market. With it, Leopold not only created a popular drink, but also saved a small family brewery from extinction.

Enjoyed by young and old, anywhere

Today, this ultimate hip drink can be found anywhere in Germany -- at restaurants, schools or bars alike. It is available in various exotic, fruity flavors, such as elderberry, litchi and ginger-orange.

From a marketing point of view, Bionade does not target any particular group.

"We believe that Bionade appeals to everybody," Blum said. "It is geared towards anybody, ranging from children to adults and the elderly."

Sarah Schneider, a college student at the University in Cologne is thrilled.

"I always drink Bionade in my classes," Schneider said. "My favorite flavors are elderberry and herbs."

As with every other successful novel product, imitations of Bionade have already appeared on the market. The company, however, has a zero-tolerance policy for such piggybacking.

"We will take to court anybody that comes out with a product that looks even slightly like a Bionade imitation," Kowalski said.