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Amber Beverage brings Fritz-Kola to UK
Luxembourg-based Amber Beverage Group has partnered with Fritz-Kola to grow the German soft drink brand in the UK.
Hamburg-based Fritz-Kola is the third biggest cola brand in Germany, according to Nielsen figures cited by the company.
From the third quarter of 2021 to the second quarter of 2022, the brand said it recorded the highest sales growth in the cola category in Germany at 4.6%.
Amber Beverage described the partnership as a ‘strategically significant’ move as it plans to tap into consumer demand for ‘quality’, non-alcoholic options.
“With quality over quantity scoped to be a trend of 2023, along with moderate drinking, Fritz-Kola is ideally placed to benefit from the trend of ‘damp drinking’,” said Katherine Tricker, senior brand manager.
“The popular movement has picked up traction on social media with a growing number of adults embracing moderate alcohol consumption as opposed to cutting it out completely.”
The Fritz-Kola range in the UK includes the original Fritz-Kola, a sugar-free version, Fritz-Limo Orange and Fritz-Kola Lemon.
The cola variants contain 25mg of caffeine per 100ml. All the products are available in 100% recyclable glass bottles.
The full range is also vegan and based on ‘natural’ flavours. It is available in 200ml and 330ml sizes.
Karen Walker, head of marketing at Amber Beverage UK, said the company hoped to “repeat the success the craft mixer has seen in Europe”.
“Fritz-Kola has strong, proven aspirations to affect consumer change towards enjoying quality cola drinks on a mass scale,” she continued.
“For too long the category has been dominated by the main players and we are confident that this partnership will see the start of Fritz-Kola domination in the cola category here in the UK.”
Mirco Wolf Wiegert, founder and managing director of the soft drink brand, said the company would work with Amber Beverage on “brand expansion and growing distribution in contemporary on-trade venues”.
In Germany, Fritz-Kola will be supported with a ‘strong’ marketing programme, using media, PR, events and social media promotion.
Earlier this month, Amber Beverage Group appointed Enotria & Coe’s Sam Thackeray as the managing director for its UK business.