History of the Company - PowerPoint PPT Presentation


Title: History of the Company


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
  • Restaurants 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

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
7
Berentzen Apple Berentzen Apple Berentzen Apple Berentzen Apple
Size 120/50mL 12/750mL 6/1L
UPC Code 752245220001   752245220018   752245220025  
ABV 20 20 20
Unit Per Case 120 12 6
Length 10.7in 9.4in 6.5in
Width 19.1in 10.4in 8.5in
Height 6.1in 13.1in 12.6in
Case per Layer 6 16 24
Layers per Pallet 5 4 3
Cases per Pallet 30 64 72
Quantity in Stock 322 448 116
       
       
Berentzen Pear Berentzen Pear Berentzen Pear Berentzen Pear
Size 120/50mL 12/750mL 6/1L
UPC Code 752245220032   752245220049   752245220056  
ABV 20 20 20
Unit Per Case 120 12 6
Length 10.7in 9.4in 6.5in
Width 19.1in 10.4in 8.5in
Height 6.1in 13.1in 12.6in
Case per Layer 6 16 24
Layers per Pallet 5 4 3
Cases per Pallet 30 64 72
Quantity in Stock 322 448 116
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History of the Company

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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. – PowerPoint PPT presentation

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Title: History of the Company


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
  • Restaurants 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

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
7
Berentzen Apple Berentzen Apple Berentzen Apple Berentzen Apple
Size 120/50mL 12/750mL 6/1L
UPC Code 752245220001   752245220018   752245220025  
ABV 20 20 20
Unit Per Case 120 12 6
Length 10.7in 9.4in 6.5in
Width 19.1in 10.4in 8.5in
Height 6.1in 13.1in 12.6in
Case per Layer 6 16 24
Layers per Pallet 5 4 3
Cases per Pallet 30 64 72
Quantity in Stock 322 448 116
       
       
Berentzen Pear Berentzen Pear Berentzen Pear Berentzen Pear
Size 120/50mL 12/750mL 6/1L
UPC Code 752245220032   752245220049   752245220056  
ABV 20 20 20
Unit Per Case 120 12 6
Length 10.7in 9.4in 6.5in
Width 19.1in 10.4in 8.5in
Height 6.1in 13.1in 12.6in
Case per Layer 6 16 24
Layers per Pallet 5 4 3
Cases per Pallet 30 64 72
Quantity in Stock 322 448 116
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