Paulaner to launch Spezi in Austria following Almdudler agreement

The Munich-based brewery Paulaner has reached a licensing agreement with Almdudler to bring its cola-mix beverage, Spezi, to the Austrian market starting in 2027.

Navigating trademark rights for the name Spezi is complex. While the Riegele brewery has held the rights in Germany since the 1950s, Paulaner has been permitted to use the name since a 1970s agreement. Paulaner previously secured permission from Riegele to sell Spezi in Switzerland, Spain, Italy, France, and Poland. However, the rights for the name in Austria are held by Almdudler, a situation now resolved through this new deal.

Paulaner CEO Jörg Biebernick stated that the Austrian market is an excellent fit for the brand. He noted that non-alcoholic refreshments represent a strategically important growth area for the company, as approximately one-third of Paulaner's sales now come from soft drinks rather than beer.