Reinventing the Beverage Business — 200 Years and Going Strong
Interview with Hannes Tack, CEO
For nearly two centuries, Rhodius’ services have been in high demand as a contract bottler as well as a producer and distributor of both private-label and branded beverages. Today, the company’s portfolio includes strong brands like afri cola and bluna. In his interview with European Business, CEO Hannes Tack shared which market shifts he currently considers most significant – and how his company successfully balances tradition with innovation.
In Rhodius’ nearly 200-year history, few moments stand out as distinctly as the year 1958. “That was when we became the first official bottler granted exclusive licensing rights to produce and distribute Pepsi-Cola in Germany,” explains Hannes Tack, who is currently running the family-owned company together with his sister. The product range was expanded further in the early 1970s with the launch of Rhodius’ own mineral water brand, and in 2015 the company entered into a strong new partnership with afri cola and bluna. “Offering a broad portfolio of refreshing beverages has always been a cornerstone of our strategy. afri cola and bluna, in particular, are seen by many consumers as charismatic, almost retro brands – with a distinctive flavor, iconic branding, and a striking bottle or can design – making them ideally suited for success in hospitality and gastronomy as well as in both wholesale and retail beverage markets.” In addition, Rhodius has built a strong position as a leading provider of canned beverage solutions through its co-filling services.
A unique blend of innovation and tradition
Shifting consumer preferences continue to open up exciting avenues for innovation. “There is a clear trend toward more natural beverages with lower sugar levels, as well as increasing demand for enhanced mineral waters – often with fruity flavors,” says Hannes Tack. “More than ever, consumers expect a wide range of choices.” At the same time, in the co-filling segment, ready-to-drink formats are gaining increasing importance as convenience becomes a key factor.
As the company approaches its bicentennial in two years, its distinctive blend of innovation and tradition remains at the heart of Rhodius’ identity. “In many ways, we embrace modern and distinctly innovative approaches – for example, by supporting remote work wherever possible, and by promoting work-life balance through flexible working arrangements,” explains Hannes Tack. “At the same time, we are deliberately a bit traditional when it comes to values like reliability, quality, and our sense of regional responsibility. After all, those are the principles that have been making us strong for close to two centuries.” Rhodius is also taking decisive steps toward greater sustainability. Since 2018, the company has been able to reduce its carbon footprint by 40% – a figure that continues to decline – through lower primary energy consumption and optimized packaging solutions. “We remain fully committed to these efforts, including the transition away from fossil fuels toward green electricity,” says Hannes Tack. “For me, it is a true privilege to lead this company in its eighth generation today – but my crowning achievement would be to pass it on in just as healthy a state as it is now.”