Valensina Group satisfied with 2025
Promises kept, product ranges expanded, sales exceeded
Advertisement
2025 was a turbulent year in the beverage industry, but the Valensina Group is emerging from it with a positive outlook and ambitious plans for the future. Although the situation regarding the availability of orange juice and orange juice concentrate is slowly easing, it remains challenging. In the meantime, Valensina has reduced the bottle size of the Orange and Mild Orange varieties to 0.7 liters at the same price due to the increased cost of raw materials. The brand communicated this step very openly and transparently and promised to return to the 1-liter size as soon as possible. Valensina kept this promise as early as October 2025, thus reducing prices again earlier than other manufacturers. This was greatly appreciated by consumers.
"We chose the absolutely right way to deal with the situation," summarizes Tino Mocken, Managing Director of the Valensina Group. "All fruit juice producers were facing an immense challenge, the raw material situation was dramatic. We opted for the solution that best reflects our corporate philosophy: no compromises on quality, honest communication and keeping our promises."
Another strategy of the Valensina Group is paying off: the move towards becoming an all-round beverage company, which the company embarked on several years ago and has been consistently pursuing since 2024. Last year, several new beverage categories provided variety, including Valensina Schorle, as well as exciting line extenders for the iced teas and lemonades launched in 2024. Valensina KIDS products have performed particularly well since their launch, with a special edition for the hit movie "Zoomania 2" in 2025.
The diverse range of beverages is also becoming increasingly visible in the Wolfra regional brand. The successfully established Alpenkracherl, Alpenschorle and iced tea ranges were expanded to include additional varieties in 2025. Another regional brand was also added in the spring: WINZZ, which stands for wine spritzers with 100% quality wine from Germany and has found the perfect partner in Wolfra. The integration at the Erding site has now been completed and the strategic focus is now on the further development of the brand.
HITCHCOCK was also able to further expand a successful concept last year: The brand's ginger shots have performed extremely well since their launch and even exceeded expectations in 2025. A new variety (raspberry) is now a permanent addition to the range, while the pumpkin-cinnamon limited edition provided seasonal incentives in the fall. With a sharpened communication approach, the brand has also succeeded in becoming even more visible and approachable.
The Valensina Group has ambitious plans for 2026, with support from new brand ambassador Joshua Kimmich. "We will continue to position ourselves as a beverage all-rounder, try things out, tinker and invest - in our brands, new products and also in our locations," says Mocken. "That's not a given in times like these. This year we are celebrating the 60th anniversary of Valensina and HITCHCOCK. If you want to stay in the market for that long, you have to keep developing and, above all, remain optimistic."
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
Other news from the department business & finance
