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.

The post Krombacher’s Spezi gains foothold in India, powered by Heimat Beverages’ aggressive expansion and marketing push appeared first on Business of Food.