Krombacher, Germany’s largest privately owned brewery, launched its premium cola variant, SPEZI, in India in partnership with Heimat Beverages (Nirmaan Group) in December 2024. The distribution is gaining lot of traction and is being distributed in Mumbai, Delhi, Bangalore, Goa and Gujarat.
Padmanabh Shah, founder of Heimat Beverages, said “The demand from general trade, modern trade, Amazon and HoReCa is highly encouraging and the repeat orders are a testament. We are getting lot of corporate orders for gifts.”
Shah added, “SPEZI is a sparkling, fresh mixed drink made from cola and orange soda. The fizzy cola mix is non-alcoholic..”
To amplify awareness, Heimat has rolled out an all-India campaign inside PVR INOX cinema lobbies, matching Spezi’s bright visual identity with high-footfall movie nights. A digital-push is given to consumers in immersive ways to share the cola-orange experience online. The dual approach—for reach and performance marketing for precision—reinforces Heimat’s data-led philosophy while building Spezi’s as a playful drink.
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Naresh Khanna – 10 February 2025
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