Bitburger Going Fruity

Bit’s getting into fruit juice but I doubt that we’re going to be seeing Cactus-Lime Heat or der Apfel Spice under the Bitburger label anytime soon.

They’ve signed a “sales co-operation” deal with Rauch, an Austrian juice producer. I have no idea what that means. I just think it’s noteworthy that a German beer maker feels the need to diversify and reduce its dependence on alcoholic beverages.