The Japan Times WORLD EYE REPORTS LOWER SAXONY
©THE JAPAN TIMES	Thursday, January 24, 2002

Giving in to temptation

Add alcohol to the proverbial apple of Adam and Eve and you get a temptation like no other. From such a sinful yet delightful mix comes the flagship liquor of the Berentzen Group -- Berentzen Apfelkorn -- the first of its kind in the schnapps world. This once family-owned company, which has since gone public, has positioned itself with Apfelkorn as its base to fill a worldwide market niche.

From its headquarters in the German town of Haseluenne (where it started in 1758), the Berentzen Group has grown to become one of the top 10 spirits manufacturers in Europe. The company has positioned itself as Germany's leading spirits supplier as well as the largest Pepsi bottler in the country. Along with Apfelkorn, Berentzen has built up its portfolio lead in the fruity schnapps category -- with brands including the Puschkin Vodka range, Hansen Rum, Bommerlunder and Doornkaat. "We can say that we are a middle-sized company ready for the world market although that does not necessarily mean we are already worldwide," said Dr Jan B. Berentzen, chief executive and speaker of the board for the group, describing the company's steady and sustained growth in the world market.

Dr. Jan B. Berentzen is confident his products will continue to find an enthusiastic market in Japan.

Highly professional managers -- a mix of family members and outsiders -- comprise the board of The Berentzen Group. Building on the original corn distillery I. B. Berentzen (established in 1758) and non-alcoholic division Emsland Gertraenke, the group has acquired several distilleries over the past 20 years.

In 1994, the company marked a milestone with a stock flotation, believing strongly that outside ownership would spur growth in the export market.

Berentzen's reach has since penetrated Japan, which represents the company's second largest export market outside Europe. Japan has turned out to be a unique market for Berentzen, with their inventive brand Wünschelberger Tropical Yogurt.

"We have a broad portfolio and are flexible enough to adjust to the market," said Berentzen. "In fact, we have been working more closely with the bartender associations of Japan."

The executive expresses confidence that the snowball effect from the success of Tropical Yogurt will spill over to the core brands in the country, especially Berentzen Apfelkorn. Consumed straight or over ice, the drink has been gaining popularity among the Japanese.

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