Germany: Oettinger in deal for JoyBrau functional beer brand

Oettinger, the German brewer, has announced it is acquiring JoyBrau, a brand of non-alcoholic beer known for its functional benefits.

Launched in 2016, JoyBrau is most famous for its high-protein drinks, but also markets a beer with added vitamins and another with caffeine and guarana for energy benefits.

“JoyBräu is maximizing well-beering around the globe by leveraging patented technology to make functional nutrition delicious, natural, and joyful for the modern health-conscious consumers”, the company says.

In a statement, Oettinger said that it intended to integrate JoyBraus’ patented process technology into the product pipeline for Oe, the company’s newly-created innovation brand under which it plans to launch functional drinks for Germany and overseas markets from 2024 onwards.

“With this strategic acquisition, we at OeTTINGER are strengthening our innovative strength”, it added. “On the one hand, we are continuing the protein beer brand JoyBräu. On the other hand, we are taking their spirit, agility and willingness to experiment to the next level”.

Source: Oettinger / JoyBrau