German Zeitgeist – Bionadisation of society
Eco is hip, sexy and popular. There is no other expression that describes this massive German trend better than the headline that appeared in the leading German Sunday paper Frankfurter Allgemeine Sonntagszeitung: “Die Bionadisierung der Gesellschaft” or in English “The bionadisation of society”. We love both, the headline and the organic soda Bionade. Why? Bionadisation of the society doesn’t describe a success story of lemonade only.
Bionade has become a symbol for a better world and a better lifestyle, says Georg Meck, editor of Frankfurter Allgemeine Sonntagszeitung: healthy, open-minded and full of enjoyment. Bionade has become more than just an organic soda with elderberry, lychee, herb, ginger-orange and the new, sporty “active” flavour. It hit the German Zeitgeist in a way we have very rarely seen before.
So where did the success story start? In Ostheim vor der Rhön, a small town in Bavaria - a typical setting for a German fairy tale. The protagonists are the hard working but struggling old brewer family Peter-Leipold who were about to lose their business.
Until Dieter Leipold started experimenting and began to brew against all odds: 1. They brewed lemonade instead of beer. 2. The lemonade was sour instead of sweet. 3. It no longer tasted of apple or lemon but forgotten fruits such as elderberry. 4. And it was organic. But those who back then in the ’80’s thought that the heroes of this story would run bankrupt soon were proven wrong: Bionade now hit the German Zeitgeist and became the new water for the Lohas.
Why did the Bionade magic happen? What’s the secret? Bionade seems to have all the components a modern eco-brand needs in Germany and this doesn’t mean the word bio in its name. Lohas fell in love with Bionade because they like the story behind the brand: Brewing lemonade instead of beer reflected a new health consciousness approach. Substituting alcohol with organic soda was at the same time such an unconventional thing to do that the early adopters within the Loha community started drinking it. Bionade was a new organic product that had the potential to differentiate itself from the evolving eco-masses. Distribution strategy also helped a lot since it was first introduced in the trend city Hamburg only. Was sold in a few bars only. And therefore was for the really hip eco only. Learning: Even the better world is exclusive.
But the mission of bionade goes beyond health and trendiness: Bionade managed to keep the naïve charm of an old family business, especially when Peter Kowalski, son of the Bionade inventor, declared that he counts on his 10 year old daughter’s opinion when a new taste is developed. So, in times of globalisation, Bionade turned out to be the desired oasis of traditional family business - a company that works with regional suppliers and supports farmers in Bavaria. This is the story so far. Follow the next entry to continue the discussion and read about upcoming challenges for eco-brands.
The Bionade story by Deutsche Welle TV: