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.
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 rollout 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.
Target channels include but are not limited to:
• High-image accounts/ lounges
• Restaurant‘s 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.
•
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
• Use recipes from bartender competition to create recipe cards
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
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
Size
UPC Code
ABV
Unit Per Case
Length
Width
Height
Case per Layer
Layers per Pallet
Cases per Pallet
Quantity in Stock
Berentzen Apple
120/50mL
12/750mL
752245220001
752245220018
20%
20%
120
12
10.7in
9.4in
19.1in
10.4in
6.1in
13.1in
6
16
5
4
30
64
322
448
6/1L
752245220025
20%
6
6.5in
8.5in
12.6in
24
3
72
116
Size
UPC Code
ABV
Unit Per Case
Length
Width
Height
Case per Layer
Layers per Pallet
Cases per Pallet
Quantity in Stock
Berentzen Pear
120/50mL
12/750mL
752245220032
752245220049
20%
20%
120
12
10.7in
9.4in
19.1in
10.4in
6.1in
13.1in
6
16
5
4
30
64
322
448
6/1L
752245220056
20%
6
6.5in
8.5in
12.6in
24
3
72
116