Karlsberg launches a novel beer + beer mix
Dr Weber says that Mixery Blend will start a revolution on the German beer market, his brewery being the first to introduce such a novel brew into the market. Despite his highfalutin claims, Dr Weber is well aware that his “revolution” could just be some wishful thinking because his expectations as to how many hl of Mixery Blend he will be able to sell initially are “several thousand hl”. That’s not a great deal.
The original Mixery brand is a lager-cola mix with 3.1 percent ABV, which has been around for years and retails for less than one Euro (0.33 l bottle) in supermarkets. On-premise prices in clubs and bars are higher.
Karlsberg brewery, which only in June 2009 parted company with its stakeholder Brau Holding International (the Schörghuber-Heineken joint venture), expects annual turnover to reach EUR 250 million.
Dr Weber, 65, announced that he plans to spend another three to five years at the helm of his brewing company. “I have to keep my nose to the grindstone”, he reportedly said. But he added that this was exactly what he enjoys doing.
