Paulaner Spezi is one of Germany’s most popular soft drinks and the market leader in the cola-mix segment. Until now, a 1974 agreement had limited its distribution under the Paulaner Spezi name to the German market.
“Paulaner Spezi has been delighting consumers in Germany for years,” said Jörg Biebernick, CEO of the Paulaner Brewery Group. “Together with Brauhaus Riegele, we have now laid the foundation to extend this success internationally – working with strong partners who share our enthusiasm for Paulaner Spezi,” Biebernick added.
“Spezi has enjoyed cult status in Germany for decades. We are delighted that, through our renewed partnership with Paulaner, the brand now has the opportunity to expand its success internationally,” said Sebastian Priller, Managing Director of Brauhaus Riegele.
From 2026, Paulaner Spezi will be available in markets including Switzerland, Spain, Italy, France, and Poland. The move responds to growing demand from retailers, gastronomy, and consumers alike.
Paulaner’s international team is currently developing a tailored route-to-market strategy to ensure a targeted and successful launch in each market.
