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History of the Company

History of the Company

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History of the Company

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  1. History of the Company The company was founded in Haselünne, Germany, in the year 1758 by Johann Bernhard Tobias Berentzen. For more than 250 years now, the name Berentzen has been synonymous with a long tradition of distilling brands and the enjoyment of fine spirits. The development from a regional producer to an international working company happened mainly in the last century. In 1994 the Berentzen Company went public as the first spirit company in Germany.

  2. History of the Product The product range of Berentzen started with “Apfelkorn”. In 1975, a salesman from Berentzen recognized a trend in bars for young people. In these bars, a cocktail of apple juice and a product called "Korn" was popularly served. This information was given to Berentzen and the development of a new product started. The first consumer tests were made for the so called “Appel”. The roll-out of the new product, based on a base of korn (grain spirit) and a significant apple taste, with a final alcohol content of 25% was made in February 1976. The first bottles of “Appel” were sold to some small regional wholesalers. Afterward, increasing distribution around the country was very rapid, until “Appel” was sold nation-wide with huge success. Very soon the first orders came from countries bordering Germany and so started the export of the Berentzen product range. In the early 80s, the name “Appel” was changed into “Berentzen ApfelKorn” or in English “Berentzen Apple” referring to the base liquor of the product. Over the years, the product and the packaging developed to the needs of today. Berentzen has successfully sold Apple, and pear and is now introducing Cherry to the lineup. About Korn The product Korn is only made out of grain. The product Korn is bound to the regions of Germany, Austria and some Belgium villages of German origin. This gives the product its high quality standard and clarity in taste.

  3. Target channels include but are not limited to: • High-image accounts/ lounges • Restaurant‘s and Hotel Bars • Country clubs or Steakhouses • Useful Information: • Unlike competitors, Berentzen is high quality. • The natural sweetness profile makes it perfect by itself or mixed to create specialty cocktails. • Tasting Notes • Berentzen Apple: A wonderful medley of freshly sun-ripened apples fills the nose and leads perfectly to the flavor, where freshness remains key. Slightly sweet but ever so satisfying. Serve alone, with ice, mixed cocktails, or dry sparkling wine. • Berentzen Pear: The juice from sun-ripened fruit gives • Berentzen Pear its authentic and distinct flavor of fresh pears. Serve alone, with ice, mixed cocktails, or dry sparkling wine.

  4. Strengths • Quality of product • Very positive feedback from samplings • Mixes well, perfect for premium cocktails • Easy to drink by itself • No similar product with the equivalent quality • Weakness • Low Proof • Compared to Schnapps and Apple Pucker • Moves slow off the shelves • Needs to be reintroduced to some chains where it was delisted due to slow movement • Needs more direction on how to use • Opportunities • Focus on premium cocktails • Create and maintain consumer loyalty through sponsorships and promotions targeted at our demographics (resorts, action sports events, fashion shows, etc.) • U-Boat (new beer bomb with less alcohol and great flavor combination) • Bartender Recipe Competition • Use recipes from bartender competition to create recipe cards

  5. Example Program Cocktail Competition Assignment: Have key accounts and bartenders develop simple, moderate, and complex cocktails which can be utilized to create brand awareness and a Berentzen cocktail menu/booklet. Target Market: Bartenders Tone & Manner: Cocktails should be: Simple (2-3 ingredients found at every bar, can be made by a high volume account) Moderate ( Can be recreated at most bars, mostly common ingredients, some muddling) Complex (Can make cocktails with any ingredients. Mixology type of accounts) Judgment Criteria: Appearance, aroma, creativity, and taste. Deliverables: Collect about 20-30 recipes from multiple bartenders and accounts. Cocktail menu will include 4 simple, 4 moderate and 4 complex cocktails. Combination of the Apple and Pear as the star ingredient. Specific Considerations/ Mandatory All cocktails must be inspired by Berentzen Apple or Pear Should be innovative, not just an Apple or Pear Martini Prize TBD

  6. Current Cocktails Caramel Apple Martini 1 oz Berentzen Apple 1 ½ oz Vodka 1 oz Butterscotch Schnapps Splash of cranberry juice U - Boat 1 oz Berentzen Apple or Pear 1 glass of Weihenstephan Original Lager (drop shot into beer) Pear Sidecar 2 oz Cognac 1 oz Berentzen Pear Lemon Juice Garnish with a Twist

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