Buttermilk battles in Germany

With over 190,000 t consumption per year, buttermilk is one of Germany’s favourite summer drinks with nearly all top dairies battling with market leader Muller Milk for sales in this sector.

Serious rival Nordmilch made a bid for buttermilk market leadership this summer by adopting a POS booster more common in beer marketing and offering free drinking glasses for loyal buttermilk customers.

Under its Milram label the coop offers nine fruit flavours of buttermilk including mango-maracuja, banana and wild berry varieties. One limited edition coloured drinking glass is offered free for every 4 750g screwtop PE bottle of buttermilk with the summer drink available in four-packs just to make the deal easier. Recommended retail price per bottle: €1.19.

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