28:
141:
logistics of distributing the drink and also helped to sell
Bionade in bars and nightclubs, as a non-alcoholic drink that looked like a beer. The product was branded as a new trendy drink. As the company could not afford advertising on television or in the print media, they first placed it in bars and restaurants in Hamburg which were frequented by marketers and advertisers. Further
36:
20:
298:. The herbal and lychee flavoured versions also contain natural aromas. The elderberry flavoured version additionally contains concentrated elderberry juice and natural aromas, and the orange-ginger flavoured bottles contain extract of ginger and natural aroma. The sugar, barley, and elderberries are organic.
188:. However, sales declined in 2008 and further declined after an increase in prices, to 60 million bottles in 2011. The Kowalsky family sold part ownership to Schindel-Holding and then to Radeberger, who became sole owners in 2012 until 2018. Since 2018 Bionade is part of the Hassia Group (Hassia Gruppe).
92:
Dieter
Leipold was the master brewer at Privatbrauerei Peter in Ostheim, a small town in northern Bavaria, and a relation by marriage of the Kowalsky family, owners of the brewery. Worried about the future of the company, which was facing bankruptcy, he had the idea of producing a nonalcoholic drink
140:
In 1999 Kowalsky hired the marketing expert
Wolfgang Blum. Blum devised a new marketing strategy for Bionade. A retro blue, white, and red logo was designed. The bottle was made out of clear glass (instead of brown) but its form was based on a classical vitreous longneck beer format. This eased the
148:
By 2002-03 two million bottles of the drink were sold. A wave of health awareness was sweeping
Germany: for example, 75% of all Germans approved a ban on smoking in bars. Sales reached seven million in 2004, twenty million in 2005, seventy million in 2006, when 73 million bottles were sold, and by
113:
or other artificial additives. He experimented for eight years in a bathroom laboratory, spending €1.5 million of the brewery owner Peter
Kowalsky's money. He isolated a strain of bacteria capable of converting the sugar that normally becomes alcohol into nonalcoholic
164:
In 2007, Bionade started its first advertising campaign, using the slogan "Bionade. Das offizielle Getränk einer besseren Welt" ("Bionade. The official beverage of a better world"). This appealed to some of the protesters against the
156:
offered to buy the rights to the drink and the
Bionade brand, but the producer rejected the offer, citing its plans to expand internationally on its own. By 2006 it was available in Switzerland, Austria and the
251:
Leipold refuses to divulge the exact chemical process he used. According to him, the gluconic acid strengthens the taste of the sugar, so that less is needed. After fermentation, natural flavours—
325:
are present. The website makes more health claims and suggests that calcium is needed for bones and teeth, for nerves and muscles, while magnesium is said to work against listlessness and fatigue.
239:. Henning SuĂźebach described the Prenzlauer Berg (Prenzelberg) as an experimental field of "New Germany" and Biotop of the rich and creative and young urban professionals. As e.g. in
676:
Social
Consciousness in the Bionade-Biedermeier: An Interview with Filmmakers Marc Bauder and Dörte Franke: Envisioning Social Justice in Contemporary German Culture
480:
354:
305:, but is healthier than conventional high-sugar soft drinks. They support the claim of healthiness by referring to the relatively low level of sugar,
625:
452:
802:
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by fermentation, on the same principles and under the same purity laws as German beer: the drink would consist only of the natural ingredients
684:
76:
beer brewery. Sales started in 1995 and
Bionade is now available in most European countries. Until 2018 Bionade GmbH was a subsidiary of
422:
716:
598:
505:
227:
and gained some media attention and expanded use since. The underlying allusion is being used as well in related wordings like
161:, and it has since reached Scandinavia, Italy, Spain, Portugal and Ireland. In 2007 the company planned expansion into the US.
705:
Reitz, Tilman (2015-11-05). "Normativität und
Konflikt: zur Funktion politischer Philosophie. Reitz, Tilman. Seiten 15-108".
174:
181:
activists always drink the beverage. The campaign encompassed billboards in fifteen German cities and radio commercials.
731:
Ingredient declaration on
Bionade bottles in the Netherlands, July 2008. Organic certificate: DE-001_Ă–ko-Kontrolstelle
485:
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attempts included sponsoring sporting, cultural and children's events throughout Germany.
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27:
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243:, the term has been used to describe current films and social tendencies in Germany.
122:
115:
649:
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630:
537:"The Bionade Success Story; Organic Soda 'Made in Germany' Takes on the World"
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81:
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Das zerstreute Gemeinwesen: Politische Semantik im Zeitalter der Gesellschaft
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185:
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between 1815 and 1848. He used it to describe the lifestyle in Berlin’s
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34:
26:
18:
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In 2007 plastic bottles were introduced and Bionade appeared in
94:
770:
626:"Ende einer Ära: Bionade nur noch ein Getränk von vielen"
776:
301:
The manufacturer emphasises that Bionade tastes like a
200:a German neologism combining Bionade, and the word
196:In 2007 German journalist Henning SuĂźebach coined
423:"Bionade: The health drink that looks like beer"
137:, in 1998, but was not reaching a broad public.
309:and flavor-enhancing additives, the absence of
241:Social Consciousness in the Bionade-Biedermeier
743:"Bionade het natuurlijkste drankje van Europa"
673:Jill E. Twark; Axel Hildebrandt (2015-05-15),
80:, a group of breweries which is a division of
599:"Bionade umgarnt die durstigen Gipfel-Gegner"
506:"Bionade umgarnt die durstigen Gipfel-Gegner"
416:
414:
412:
8:
574:"News briefs: Heineken, Grolsch and Bionade"
84:. Now Bionade is part of the Hassia Group.
711:(in German). Springer-Verlag. p. 42.
216:. The term is a German equivalent of e.g.
149:2007 total sales had reached 200 million.
121:Bionade went on sale in 1995, at first in
118:, which he used to ferment the new drink.
530:
528:
275:—are added along with carbonation.
169:, which was taking place at the time in
334:
278:All flavours of Bionade contain water,
474:
472:
348:
346:
344:
342:
340:
338:
643:
641:
597:Oliver Haustein-TeĂźmer (2007-05-29).
504:Oliver Haustein-Tessmer (June 2007).
383:
381:
7:
481:"Bionade plant Expansion in die USA"
446:
444:
442:
212:district in an article published by
679:(in German), Boydell & Brewer,
39:Various flavours of Bionade in 2007
562:, September–October 2007, page 72.
535:David Gordon Smith (August 2007).
14:
773:- international site (in English)
177:, and led to the stereotype that
133:'s largest beverage distributor,
648:Henning SuĂźebach (2007-11-07).
353:Julie Treumann (January 2007).
1:
803:Goods manufactured in Germany
421:Miranda Bryant (2007-11-27).
390:"Der Wahnsinn in der Flasche"
175:Mecklenburg-Western Pomerania
16:Range of non-alcoholic drinks
479:Birgit Dengel (2007-09-12).
64:. It is manufactured in the
489:(in German). Archived from
486:Financial Times Deutschland
461:(in German). Archived from
451:Holger Gertz (2007-12-28).
839:
560:Beverage Spectrum Magazine
388:Marco Lauer (2006-09-18).
779:- German site (in German)
745:. Bionade. Archived from
634:(in German). 2012-02-02.
109:, and would not contain
237:Generation Biedermeier
129:. It was picked up by
40:
32:
24:
650:"Bionade-Biedermeier"
46:is a German range of
38:
31:Product range in 2024
30:
22:
70:Ostheim vor der Rhön
458:SĂĽddeutsche Zeitung
296:magnesium carbonate
290:(2%), carbon acid,
229:Bionade-Bourgeoisie
222:bourgeois bohémiens
198:Bionade-Biedermeier
783:Lucrative Lemonade
367:on January 1, 2008
355:"A Brand-New Brew"
179:anti-globalisation
41:
33:
25:
813:Carbonated drinks
686:978-1-57113-569-8
453:"Die Volksbrause"
315:stabilising agent
292:calcium carbonate
159:Benelux countries
830:
808:Fermented drinks
758:
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431:. Archived from
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363:. Archived from
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192:Metaphorical use
186:McDonald's cafés
838:
837:
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793:
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771:www.bionade.com
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428:The Independent
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210:Prenzlauer Berg
194:
143:viral marketing
127:fitness centres
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17:
12:
11:
5:
836:
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815:
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777:www.bionade.de
774:
766:
765:External links
763:
760:
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724:
717:
697:
685:
665:
637:
617:
589:
578:Beverage Daily
572:Neil Merrett.
564:
552:
524:
496:
493:on 2007-09-17.
468:
465:on 2008-02-02.
438:
435:on 2007-11-28.
408:
377:
333:
332:
330:
327:
248:
245:
206:Central Europe
193:
190:
167:33rd G8 summit
123:health resorts
107:fruit essences
89:
86:
15:
13:
10:
9:
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749:on 2009-06-08
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728:
725:
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718:9783658083793
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116:gluconic acid
112:
108:
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100:
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87:
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83:
79:
75:
71:
67:
63:
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56:
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49:
48:non-alcoholic
45:
37:
29:
21:
751:. Retrieved
747:the original
736:
727:
707:
700:
690:, retrieved
675:
668:
657:. Retrieved
653:
629:
620:
609:. Retrieved
602:
592:
581:. Retrieved
577:
567:
559:
555:
544:. Retrieved
516:. Retrieved
509:
499:
491:the original
484:
463:the original
456:
433:the original
426:
400:. Retrieved
393:
369:. Retrieved
365:the original
358:
300:
277:
250:
240:
236:
232:
228:
224:
204:, an era in
197:
195:
183:
171:Heiligendamm
163:
151:
147:
139:
120:
91:
73:
43:
42:
818:Soft drinks
654:Zeit Online
607:(in German)
541:Der Spiegel
514:(in German)
398:(in German)
202:Biedermeier
823:Dr. Oetker
797:Categories
753:2008-07-19
692:2015-09-27
659:2015-09-26
631:Die Presse
611:2007-12-30
583:2007-12-30
546:2007-10-28
518:2007-10-28
402:2007-12-29
371:2007-12-29
329:References
311:phosphorus
303:soft drink
253:elderberry
220:and Bobo (
111:corn syrup
82:Dr. Oetker
78:Radeberger
59:carbonated
741:Bionade.
323:magnesium
154:Coca-Cola
152:In 2004,
62:beverages
55:fermented
604:Die Welt
511:Die Welt
214:Die Zeit
135:Göttsche
68:town of
66:Bavarian
787:Reuters
319:calcium
247:Product
233:Biohème
131:Hamburg
88:History
72:by the
52:organic
44:Bionade
715:
683:
307:sodium
288:barley
269:quince
265:ginger
261:orange
257:lychee
105:, and
789:video
313:or a
286:from
280:sugar
273:herbs
218:LOHAS
103:sugar
99:water
74:Peter
713:ISBN
681:ISBN
360:Time
321:and
294:and
284:malt
235:and
125:and
95:malt
57:and
23:Logo
395:taz
271:or
799::
785:,
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640:^
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756:.
721:.
662:.
614:.
586:.
549:.
521:.
405:.
374:.
263:-
225:)
Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.
