Distilled from the Heart of the Black Forest
Interview with Nicolai Benz, Managing Director of Bimmerle KG
Bimmerle KG, a traditional family business based in Sasbach in the Black Forest, has been active in the production of spirits for over 50 years. In an era where consumer trends are fleeting and it is a challenge for companies to recognize the desires of consumers, Bimmerle has successfully adapted to market changes. In an interview with the Wirtschaftsforum, Managing Director Nicolai Benz discusses the latest developments, the product range, and the future prospects of the company.
Wirtschaftsforum: Mr. Benz, how has Bimmerle developed over the past few years?
Nicolai Benz: In the last four years, we have developed significantly. We are now a team of 160 employees, and our revenue has increased to about 160 million EUR. This is a sign of our stability and growth, despite the challenges that have arisen in recent years.
Wirtschaftsforum: What challenges have you experienced during the crises?
Nicolai Benz: The COVID-19 pandemic and the economic turbulences in Europe have had both positive and negative effects on us. During the pandemic, we were able to increase our sales in retail as many consumers shifted from dining out to shopping in retail. However, we also noticed that people's consumption habits have changed.
Wirtschaftsforum: What makes Bimmerle special compared to other manufacturers?
Nicolai Benz: Our unique selling proposition lies in controlling the entire value chain. We start with raw materials, work closely with local farmers, and manage every step from mashing to bottling. This transparency allows us to respond quickly to market needs and offer high-quality products.
Wirtschaftsforum: Which product areas are particularly important for Bimmerle?
Nicolai Benz: We divide our products into three main areas: firstly, the production of private labels for large food chains, secondly, the marketing of our own brands such as Lörch, Needle Gin, and recently Don Pasquale, and lastly, the area of bulk goods for the processing industry. The largest revenue still comes from the private label segment, but we are also increasingly focusing on our own brands.
Wirtschaftsforum: What are the new additions to the portfolio?
Nicolai Benz: It is worth highlighting the Black Forest Whisky brand Evermann, with their whiskies Wilhelm and Theo. Wilhelm is a premium single malt whisky, while Theo is designed as a blended whisky. These whiskies aim to fill a gap in the market for German whiskies, as demand for high-quality, regionally produced spirits increases. With these new products, we want to not only promote German whisky culture, but also offer an interesting alternative to discerning whisky enthusiasts. Additionally, the barrels used for aging Evermann whisky are also used for a new range of barrel-aged Lörch spirits to further refine their flavor and complexity.
Wirtschaftsforum: How is Bimmerle responding to the increasing demand for non-alcoholic products?
Nicolai Benz: We have recently launched a non-alcoholic Gin and Tonic, based on our original product Needle Gin. We believe that non-alcoholic alternatives are interesting not only for those who abstain, but also for those looking to reduce their alcohol consumption without sacrificing taste.
Wirtschaftsforum: How do you see the future of the company?
Nicolai Benz: Flexibility and responsiveness to market changes are of utmost importance to us. We need to continue to quickly recognize what the consumer wants and respond to it. I am optimistic that with our innovation and the new products we are developing, we are well-positioned.
Wirtschaftsforum: What role does sustainability play for Bimmerle?
Nicolai Benz: Sustainability is a central part of our philosophy. We operate our distillery with wood, which is both environmentally friendly and sustainable. Even though wood prices have risen, we believe we have taken the right path.
Wirtschaftsforum: How are you dealing with the skilled labor shortage?
Nicolai Benz: The struggle to find qualified employees is also a challenge for us. We try to create a company culture where employees feel like part of the company. We offer not just a job, but also perspectives for the future.
Wirtschaftsforum: Finally, what are your expectations for the coming years?
Nicolai Benz: I expect that market conditions will continue to be volatile. Nevertheless, I am confident that we will be successful with our innovative capacity and adaptability to consumer needs. We aim to expand our international presence and enter new markets.