Spirits expert braces for creative and inventive new products in 2024

Spirits maker, Waldemar Behn says it is preparing for a productive 2024 as the family business learns from recording stable sales volumes in 2023.

Rüdiger Behn, the spirits manufacturer’s managing director, notes a “positive and satisfactory” 2023 from cautious and realistic planning as well as the maintenance of existing brands, limited editions and its export business, shaped 2023.

“2023 went better than planned for us and our core brands,” Rüdiger Behn, says of part of an initial interim conclusion at the beginning of 2024. “We started the year very cautiously because inflation-related pressure on margins made us even more cost-conscious.

“Our tactical approach of concentrating all our efforts on our A brands worked and made a positive contribution to a thoroughly satisfactory year. Aperitivas and event spirits had a tailwind across Germany in 2023, with the help of which we successfully sailed through the year with our aperitif brand Andalö and our event brand Kleiner Feigling.

“Despite the noticeable reduction in consumption, it was clearly evident that there is a need to catch up among consumers and a great desire for social celebrations. We at Waldemar Behn are convinced that this will continue in 2024.”

Behn expects current trends to continue in 2024. He only sees sales of high-priced gins at risk.

He continues: “You cannot rest on your laurels, but rather you always have to think ahead. Nevertheless, I do not see any ground-breaking changes or absolutely new developments and trends for 2024.”

He believes consumers  deserve a break from everyday life with brands and products that show them small moments of enjoyment and happiness.

Rüdiger Behn adds: “It’s not exactly clear, but what is certain is that we can expect creative and innovative new products from the spirits expert as usual in 2024, especially for the well-known brands Kleiner Feigling and Andalö.”

The forecast of a stable market that the spirits expert showed for 2023 has come true: with a few exceptions, sales volumes in Germany corresponded to the previous year’s level and Behn was able to improve domestically and secure additional export volumes.

After challenging years, in 2023 there was only a very slight improvement in the procurement of raw materials in some areas.

Glass is and remains a very scarce commodity, a complex task that will continue to concern all manufacturers in the beverage industry in 2024, explains Rüdiger Behn.

The cross-industry search for workers is also a constant challenge on Behn’s business agenda. Not only are skilled workers harder to find than before, but also employees in general for all tasks within the company.

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