Sinalco: A German Cult Brand Refreshes the World

Sinalco, a brand like no other, stands for soft drinks “Made in Germany” and is the oldest soft drink brand on the European continent. In 2007, Sinalco was included in “Deutsche Standards – Marken des Jahrhunderts” for the first time, a book which presents the leading German brands of the century. Accompanied by trAIDe GmbH from Cologne, 20 Egyptian managers visited Sinalco’s international headquarters and production site in Duisburg in September 2017 within the framework of the MP.

Sinalco, a brand like no other, stands for soft drinks “Made in Germany” and is the oldest soft drink brand on the European continent. In 2007, Sinalco was included in “Deutsche Standards – Marken des Jahrhunderts” for the first time, a book which presents the leading German brands of the century. Accompanied by trAIDe GmbH from Cologne, 20 Egyptian managers visited Sinalco’s international headquarters and production site in Duisburg in September 2017 within the framework of the MP.

Duisburg. The dice were cast in 1905: the beverage firm founded three years previously in Detmold was to be named “alcohol-free” or “sine alcohole” – according to the result of a competition.
The name speaks for itself: an important criterion of all Sinalco products was and still is that they do not contain alcohol; this also explains why the soft drink is so popular in Arab countries. The Sinalco brand has belonged to the family-owned Hövelmann beverage group since 1997.

The Egyptian executives first visited the Sinalco museum, in which the firm’s more than one-hundred-year history is illustrated with modern advertising and old production lines. They were very surprised when the Managing Director, Mongi Goundi, discussed the business model, future direction and strategic decisions with them in fluent Arabic. Then, Mario Mais, Sinalco’s Marketing Manager, provided the guests with further details on the global marketing strategy and the corporate business model. Sinalco is currently active in more than 50 countries, and the MP partner countries Kazakhstan, Tunisia and Turkmenistan have recently been added to the countries in which Sinalco soft drinks are sold. The Sinalco business is based on a franchise model: local manufacturers produce and sell the soft drinks exclusively in their country under the Sinalco brand. The headquarters provide the partners with the necessary recipes and concentrates. The franchisees’ thorough knowledge of the local market enables the best possible adaptation to domestic preferences; the final decision on which of the approx. 300 flavours are offered in the respective country lies with the local franchisee.
Sinalco supports the local partners both in the production of the beverages and in their worldwide marketing campaigns, which are easily adapted to new countries. The focus of the campaigns is usually on “German soft drinks”, which stands for quality all over the world. Sinalco also supports the franchisees in developing their own marketing campaigns. For example, basketball courts were renovated in Serbia so that youngsters can use them again. The highlight of the project was the successful advertising campaign: the local basketball legend Igor Rakocevic acted as brand ambassador and made Sinalco one of the most popular soft drinks in Serbia.

A tour of the filling lines, where 250,000 bottles are filled every hour on a total of eight production lines, was an absolute must. Production is fully automatic, from the cleaning of the deposit bottles through to the relabelling, filling and sealing of the bottles. With that, the factory is one of the most modern and largest in Germany. Sinalco is always interested in finding partners in new target countries, and trAIDe GmbH is glad to establish contact for interested parties.