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A boringly healthful organic soft drink has been transformed by marketing into a cool lifestyle drink in Germany, and now Bionade is going international.
"We have seen annualsales growth of 300% since 2003," sald Wolfgang Blum, who was recruited in 2000 to head marketing for the brand after working at TBWA and as a product manager for Pepsi Cola and Kraft Foods. Sales, stuck at 2 million bottles a year in 2003, grew to 70 million in 2006 and are expected...