Oettinger CEO Stefan Blaschak has changed how the German brewer and soft-drinks group manages its product portfolio.
Former Coca-Cola executive Blaschak, appointed in June, is to take on direct responsibility for Oettinger’s own brands.
Peter Böck, the company’s MD of sales and marketing, had been responsible for all brands but will now oversee the group’s private-label business.
“The aim of the new set-up is also to reduce complexity in the organisation and product range and to place an even greater focus on expanding the in-house brands,” Oettinger said in a statement.
Oettinger’s own-brand portfolio centres on the Original Oettinger brand under which it sells beer, soft drinks and beer mixes.
The brewer, without providing data, said its 5.0 Original had “become the market leader in the German canned beer market in recent years and is receiving new impetus for further growth”.
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The group is looking to “comprehensively” refresh the overall brand positioning of Original Oettinger.
The family-owned company, which employs around 800 staff, has an annual production of approximately 8m hectolitres.
Just Drinks has asked Oettinger for details of how much it generates in sales each year from its own brands and from private label.
Last year, Oettinger sold a production facility to local peer Paulaner Brauerei. It also made changes elsewhere in its production network.