The German brewery that has launched a soft drink to dethrone Coca-Cola: “We are used to being surrounded by giants”

The German brewer Paulaner plans to enter the cola market in 2026 with its own product, aiming to compete with major multinationals such as Coca-Cola and Pepsi. The group’s CEO, Jörg Biebernick, acknowledges that the company is approaching the challenge from a far more modest position than these global giants, but says preliminary studies indicate a positive reception for the new beverage.

The decision is driven by the sustained growth of Paulaner Spezi, a cola and orange drink that has recorded annual increases of between 20% and 30%. According to management, Spezi already holds more than 40% of the cola mix segment, reinforcing the group’s confidence in moving into the traditional cola market.

Biebernick stresses that this step is possible thanks to the strength of Paulaner’s core business. In 2025, the group retained its leadership in the light beer segment, with growth of nearly 10%, enabling it to pursue new investments without jeopardising financial stability.

In Germany, Coca-Cola currently accounts for around 80% of cola sales, with other brands, including Pepsi, trailing well behind. Paulaner recognises that its new drink will not secure significant market share in the short term, but highlights its long-term outlook as a family-owned business with the capacity to invest patiently.

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The launch strategy will mirror the approach used for Spezi. There are no plans for television advertising, with promotion focused instead on outdoor campaigns and social media. The cola will initially be sold exclusively in 0.33-litre bottles and cans, distributed to bars, restaurants and retail outlets. Product development involved more than six months of testing with multiple prototypes and suppliers.

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