Pursue
Matthias Memminger markets Paulaner Spezi as “Sunset” in the USA – Can the Bavarian orange cola conquer the land of soft drinks?
03.09.2024 – 07:00 a.m.
Matthias Memminger dared to cross the Atlantic with “Sunset”, the American version of Paulaner Spezi, despite initial skepticism about its acceptance in the USA, where the soft drink market is dominated by established giants such as Coca-Cola.
In Venice, California, history is being made – not with technology or trendy start-ups, but with a German lemonade that has remained unchanged since 1974.
Sunset Orange Cola
This is Germany’s most iconic soda. A cola recipe made with real fruit juice, brewed in Munich by Paulaner in the same way it has been since 1974. Pair it, Share it, Mix it – there really is no wrong way to drink Sunset. Find us in stores around California and online.
Matthias Memminger, a former consultant at Bain, sees “Sunset“, the American version of Paulaner Spezi, is the next big thing.
With 9.1 grams of sugar per 100 milliliters and a nostalgic design, this drink is conquering not only the shelves of supermarkets, but also the hearts of Americans.
Memminger, who describes himself as a “crazy entrepreneur,” is putting everything on the line: his savings, his future and his dream of establishing a piece of German drinking culture in the USA.
Despite its retro charm and the challenge of repositioning a brand, Sunset is generating interest in the U.S., helped by creative marketing strategies and events that engage local communities.
The Schörghuber family, old acquaintances from his time at Bain, are supporting his project through the family office Blue Lion, although the Paulaner brewery itself, which also has a stake in Heineken, is keeping its distance.
His courage was rewarded: In the food courts of Los Angeles, where Memminger personally offered his products last year, he sensed the potential. The unusual combination of orange and cola, already a cult in Germany, also seems to have caught on in the home of Coca-Cola.
But the path was not without obstacles. Since Paulaner does not have the trademark rights to “Spezi” in the USA, Memminger had to find a creative solution and named his drink “Sunset”.
Despite the different brand name, the enthusiasm of the fans remains unabated. Matthias Memminger, his sons and their friend – also an Anton – bring German beverage culture to California and shake up the local scene.
“Sunset” maintains the traditional recipe of Paulaner Spezi, which has remained unchanged since 1974 and contains 9.1 grams of sugar per 100 milliliters – a potential point of criticism in a health-conscious market.
From gallery openings to public viewings to kindergarten parties – “Sunset” is served everywhere. Memminger firmly believes that only the passion his product inspires makes its establishment in America possible.
With a sales strategy that initially aims to give away up to 80 percent of production, Memminger hopes to build a solid customer base.
The first sales figures are promising: 20,000 bottles have already been sold, and large chains such as Bristol Farms and a supermarket in Mountain View have added Sunset to their range.
The final goal?
One million bottles per year to break even and establish “Sunset” as a permanent part of American drinking culture. In hip Venice, the signs are good that this German import is not just a fleeting trend, but a lasting success. Matthias Memminger and his team are ready to revolutionize the American soft drink scene – with a nostalgic German classic.
