Krombacher, Germany’s largest privately-owned brewery, has made a notable entry into the Indian soft beverage market with the launch of its premium cola-orange drink, Spezi, in December 2024. Brought to India in partnership with Heimat Beverages, part of the Nirmaan Group, Spezi is quickly gaining traction across key urban centres including Mumbai, Delhi, Bengaluru, Goa, and Gujarat.
The beverage, a sparkling, non-alcoholic mix of cola and orange soda, has resonated strongly with Indian consumers. According to Padmanabh Shah, Founder, Heimat Beverages, the reception has been overwhelmingly positive.
“We’ve seen strong demand across general trade, modern trade, Amazon, and HoReCa. The volume of repeat orders is a clear testament to that. We’re even seeing significant traction in the corporate gifting space,” Shah shared.
He attributed Spezi’s growing popularity to its unique flavour profile, describing it as a “fun, refreshing” drink that’s striking a chord with the Indian palate.
To further accelerate brand visibility and consumer engagement, Heimat has rolled out a nationwide campaign across PVR INOX cinema lobbies, aligning Spezi’s bold, playful identity with the high-energy environment of moviegoing. This on-ground activation is complemented by a robust digital campaign, encouraging consumers to share their #ColaOrange moments online.
This dual-pronged marketing strategy, leveraging mass visibility and data-led digital engagement, is a key part of Heimat’s effort to position Spezi as a vibrant, youthful beverage choice in the Indian market.
