In a strategic move marking its foray into the burgeoning market of functional beverages, Germany’s Oettinger Brewery has recently announced its acquisition of JoyBräu, a pioneering start-up known for its innovative protein-infused non-alcoholic beers. This acquisition represents a significant milestone for Oettinger, underscoring its commitment to diversifying its product offerings and embracing new market trends.
Established in Hamburg in 2016 by entrepreneurs Erik Dimter and Tristan Bruemmer, JoyBräu has carved a niche for itself by catering to the health-conscious segment of consumers. The brand has gained a formidable presence not only in its home market, Germany, but has also extended its reach to international markets, including the US, Canada, and the UK. JoyBräu’s unique selling proposition lies in its functional protein-based beers, a concept that resonates with today’s wellness-oriented consumer base.
Oettinger, by integrating JoyBräu’s patented process technology, intends to infuse new energy, agility, and a spirit of innovation into its product lineup. This integration is set to bolster Oettinger’s newly envisioned innovation brand, Oe, which is poised to disrupt the functional drink sector with an array of novel offerings.
The Oe brand aligns perfectly with Oettinger’s ambitious vision to venture into the functional drinks market on both domestic and international fronts. While the Original Oettinger brand continues to cater to traditional beer, soft drink, and beer mix enthusiasts, Oe represents a strategic pivot towards a health-focused, innovative product range.
Prior to its acquisition by Oettinger, JoyBräu had already established a strong international presence, with its products available in various markets across China, Japan, South Korea, and the Middle East. Impressively, JoyBräu’s sales figures soared in 2022, with over 6 million cans sold, attesting to the growing global appetite for healthier beverage alternatives.
The financial terms of this acquisition have not been disclosed, but the move is seen as a significant step for Oettinger as it embraces the evolving tastes and preferences of a health-conscious, global consumer base. This strategic acquisition signals a new chapter for Oettinger, positioning it at the forefront of the functional beverage revolution.
