Bionade: Difference between revisions

Browse history interactively

← Previous edit Next edit →

Content deleted Content added

VisualWikitext

Inline

Revision as of 09:11, 20 March 2018

Logo of Bionade

@@ Line 1: / Line 1: @@
 [[Image:Bionade Logo.svg|thumb|right|Logo of Bionade]]
-[[Image:Bionaden.4659.jpg|thumb|right|Various flavours of Bionade]]
+[[Image:Bionaden.4659.jpg|thumb|right]]
+*
-'''Bionade''' [ˌbi.(j)oˈnaːdə] is a German range of [[Organic certification|organic]] [[Fermentation (food)|fermented]] and [[Carbonation|carbonated]] beverages. It is manufactured in the [[Bavaria]]n town of [[Ostheim vor der Rhön]] by the ''Peter'' beer brewery. Sales started in 1995 and Bionade is now available in most European countries. Bionade GmbH is a subsidiary of [[Radeberger Group|Radeberger]], a group of breweries which is a division of [[Dr. Oetker]].
-==History==
-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,<ref name=Time>
-{{cite news
- | url = http://www.time.com/time/magazine/article/0,9171,901070122-1575303,00.html
- | title = A Brand-New Brew
- | author = Julie Treumann
- | newspaper= [[Time Magazine]]
- | date= January 2007
- | accessdate = 2007-12-29
-}}</ref><ref name=taz>{{cite news |language=German |author=Marco Lauer |url=http://www.taz.de/index.php?id=archivseite&dig=2006/09/18/a0194 |title=Der Wahnsinn in der Flasche |newspaper=[[Die Tageszeitung|taz]] |date=2006-09-18|accessdate=2007-12-29 }}</ref> he had the idea of producing a nonalcoholic drink by fermentation, on the same principles and under the same purity laws as German beer: the drink would consist only of the natural ingredients [[malt]], [[water]], [[sugar]], and [[Extract|fruit essence]]s, and would not contain [[corn syrup]] or other artificial additives.<ref name=Independent>{{cite news |author=Miranda Bryant |url=http://news.independent.co.uk/health/article3199343.ece |title=Bionade: The health drink that looks like beer |newspaper=[[The Independent]] |archiveurl=https://web.archive.org/web/20071128073112/http://news.independent.co.uk/health/article3199343.ece |archivedate=2007-11-28 |date=2007-11-27 }}</ref> 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 [[gluconic acid]], which he used to ferment the new drink.<ref name=Independent/>
-Bionade went on sale in 1995, at first in [[health resort]]s and [[fitness centre]]s. It was picked up by [[Hamburg]]'s largest beverage distributor, [[Göttsche]], in 1998, but was not reaching a broad public.<ref name=Time/><ref name=taz/>
-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 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<ref name=SZ/> which were frequented by marketers and advertisers. Further [[viral marketing]] attempts included sponsoring sporting, cultural and children's events throughout Germany.<ref name=Time/>
-By 2002-03 two million bottles of the drink were sold.<ref name=Time/>  A wave of health awareness was sweeping Germany: for example, 75% of all Germans approved a ban on smoking in bars.<ref name=SZ/>  Sales reached seven million in 2004, twenty million in 2005, seventy million in 2006,<ref name=FTD1>{{cite news |language=German |author=Birgit Dengel |url=http://www.ftd.de/unternehmen/industrie/:Bionade%20Expansion%20USA/251742.html |title=Bionade plant Expansion in die USA |newspaper=[[Financial Times Deutschland]] |date=2007-09-12 |archiveurl=https://web.archive.org/web/20070917104142/http://www.ftd.de/unternehmen/industrie/%3ABionade%20Expansion%20USA/251742.html |archivedate=2007-09-17 |deadurl=yes |df= }}</ref> when 73 million bottles were sold,<ref>{{cite news| url = https://www.welt.de/wirtschaft/article903228/Bionade_umgarnt_die_durstigen_Gipfel-Gegner.html| title = Bionade umgarnt die durstigen Gipfel-Gegner| author = Oliver Haustein-Tessmer| newspaper = [[Die Welt]] | date=  June 2007| language = German| accessdate = 2007-10-28 }}</ref> and by 2007 total sales had reached 200 million.<ref name=Spiegel>{{cite news| url = http://www.spiegel.de/international/business/0,1518,499724,00.html| title = The Bionade Success Story; Organic Soda 'Made in Germany' Takes on the World| date=August 2007| author = David Gordon Smith| publisher = [[Der Spiegel]]| accessdate = 2007-10-28 }}</ref><ref>''Beverage Spectrum Magazine'', September–October 2007, page 72.</ref>
-In 2004, [[The Coca-Cola Company|Coca-Cola]] 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.<ref>{{cite news |author=Neil Merrett |url=http://www.beveragedaily.com/news/ng.asp?id=79721-heineken-coca-cola-world-cup |title=News briefs: Heineken, Grolsch and Bionade |newspaper=Beverage Daily |accessdate=2007-12-30}}</ref> By 2006 it was available in Switzerland, Austria and the [[Benelux countries]],<ref name=Time/> and it has since reached Scandinavia, Italy, Spain, Portugal and Ireland.<ref name=Spiegel/> In 2007 the company planned expansion into the US.<ref name=FTD1/>
-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 [[33rd G8 summit]], which was taking place at the time in [[Heiligendamm]], [[Mecklenburg-Western Pomerania]], and led to the stereotype that [[anti-globalisation]] activists always drink the beverage. The campaign encompassed billboards in fifteen German cities and radio commercials.<ref>{{cite news |language=German |author=Oliver Haustein-Teßmer |url=https://www.welt.de/wirtschaft/article903228/Bionade_umgarnt_die_durstigen_Gipfel-Gegner.html |title= Bionade umgarnt die durstigen Gipfel-Gegner |newspaper=[[Die Welt]] |date=2007-05-29 |accessdate=2007-12-30 }}</ref>
-In 2007 plastic bottles were introduced and Bionade appeared in [[McCafé|McDonald's café]]s. However, sales declined in 2008 and further declined after an increase in prices, to 60&nbsp;million bottles in 2011. The Kowalsky family sold part ownership to Schindel-Holding and then to Radeberger, who became sole owners in 2012.<ref>{{cite news |url=http://diepresse.com/home/wirtschaft/international/729214/Ende-einer-Aera_Bionade-nur-noch-ein-Getraenk-von-vielen |newspaper=[[Die Presse]] |date=2012-02-02 |title=Ende einer Ära: Bionade nur noch ein Getränk von vielen |language=German }}</ref>
-== Metaphorical use ==
-In 2007 German journalist Henning Sußebach coined ''Bionade-Biedermeier'' a German neologism combining Bionade, and the word [[Biedermeier]], an era in middle Europe between 1815 and 1848. He used it to describe the lifestyle in Berlins [[Prenzlauer Berg]] district in an article published by [[Die Zeit]].<ref name=":1">{{cite web |author=Henning Sußebach |title=Bionade-Biedermeier|url = http://www.zeit.de/2007/46/D18-PrenzlauerBerg-46 |access-date=2015-09-26 |work=Zeit Online |date=2007-11-07}}</ref> The term is a German equivalent of e.g. [[LOHAS]] and Bobo ([[Bobos in Paradise|bourgeois bohémiens]]'')'' and gained some media attention and expanded use since. The underlying allusion is being used as well in related wordings like ''Bionade-Bourgeoisie'', ''Biohème'' and ''Generation Biedermeier.''  Henning Sußebach described the Prenzlauer Berg (Prenzelberg) as an experimental field of "New Germany" and Biotop of the rich and creative and young urban professionals.<ref name=":1"/> As e.g. in ''Social Consciousness in the Bionade-Biedermeier,'' the term has been used to describe current films and social tendencies in Germany.<ref>{{citation/core|Surname1=Jill E. Twark|Surname2=Axel Hildebrandt|Title=Social Consciousness in the Bionade-Biedermeier: An Interview with Filmmakers Marc Bauder and Dörte Franke : Envisioning Social Justice in Contemporary German Culture|Publisher=Boydell & Brewer|Year=2015-05-15|ISBN=978-1-57113-569-8|Date=  2015-05-15|language=German|URL=https://books.google.com/books?id=hOH9CAAAQBAJ|Format= books.google.com|AccessDate=2015-09-27}}</ref><ref>{{Cite book|title = Das zerstreute Gemeinwesen: Politische Semantik im Zeitalter der Gesellschaft|url = https://books.google.com/books?id=U8fjCgAAQBAJ|publisher = Springer-Verlag|date = 2015-11-05|isbn = 9783658083793|language = de|first = Tilman|last = Reitz|chapter = Normativität und Konflikt: zur Funktion politischer Philosophie. Reitz, Tilman. Seiten 15-108, p.42}}</ref>
-==Product==
-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&mdash;[[elderberry]], [[litchi]], [[orange (fruit)|orange]]-[[ginger]], [[quince]] or [[herb]]s&mdash;are added along with carbonation.<ref name=Time/><ref name=SZ>{{cite news |language=German |author=Holger Gertz |url=http://www.sueddeutsche.de/,tt7m1/wirtschaft/artikel/462/150095/ |title=Die Volksbrause |newspaper=[[Süddeutsche Zeitung]] |archiveurl=https://web.archive.org/web/20080202021204/http://www.sueddeutsche.de/%2Ctt7m1/wirtschaft/artikel/462/150095/ |archivedate=2008-02-02 |date=2007-12-28 |deadurl=yes |df= }}</ref>
-All flavours of Bionade contain water, [[sugar]], [[malt]] from [[barley]] (2%), carbon acid, [[calcium carbonate]] and [[magnesium carbonate]]. The herbal flavoured version also contains natural herb-aromas, the litchi flavoured version natural aroma, 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 originate from organic agriculture.<ref name=bottles>Ingredient declaration on Bionade bottles in the Netherlands, July 2008. Organic certificate: DE-001_Öko-Kontrolstelle</ref>
-The manufacturer emphasises that Bionade tastes like a [[soft drink]], but is healthier than conventional high-sugar soft drinks. They support the claim of healthiness by referring to the relatively low level of sugar, [[sodium]] and flavor-enhancing additives, the absence of [[phosphorus]] or a [[stabilizer (food)|stabilising agent]], while both [[calcium]] and [[magnesium]] are present.<ref name=Independent/> 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.<ref name=Bionade>
-{{cite web | url = http://www.bionade.nu/BIONADE1.htm| title = BIONADE het natuurlijkste drankje van Europa | author = Bionade| publisher =Bionade| accessdate = 2008-07-19 }}</ref>
-==References==
-{{Reflist}}
-==External links==
-{{Commons category|Bionade}}
-* [http://www.bionade.com www.bionade.com] - International site (in English)
-* [http://www.bionade.de www.bionade.de] - German site (in German)
-* [https://www.reuters.com/news/video/videoStory?videoId=51108 Lucrative Lemonade], [[Reuters]] video {{Dead link|date=November 2015}}
 [[Category:Goods manufactured in Germany]]