Word: drinked
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...exterminates thousands and forces them not to eat or drink, and they will have to evacuate their homes without taking anything with them, until we can finally purge them...
...took Leipold eight years and all €1.5 million of the family's money to perfect the recipe. Leipold found a way to ferment a nonalcoholic drink by converting the sugar that normally becomes alcohol into nonalcoholic gluconic acid. And because the acid strengthened the taste of sugar, Leipold only needed a fraction of the sugar found in a normal soft drink. Then came the flavors - elderberry, lychee, orange-ginger and herb - plus a spritz of carbonation...
...company unsuccessfully tried to market Bionade solely on its health claims. The turning point came in 1999, when marketing expert Wolfgang Blum arrived. He gave Bionade a radical makeover - a slick retro blue, white and red logo, and a new strategy, branding it as a hip lifestyle drink that happened to be healthy. With no budget for television or print advertising, the company needed to get everyone else - especially the media - to spread the word, Blum says. So Bionade sponsored hundreds of sporting, cultural and kids' events across Germany. Between word-of-mouth and a flurry of German news reports...
Winning influential fans has also been crucial to Bionade's success. Sarah Wiener, one of Berlin's top chefs, serves the drink in all three of her pan-European restaurants. "It's a great idea. The timing was right," she says. In 2002-03, Bionade sold 2 million bottles. By 2006, it was available in Switzerland, Austria and the Benelux countries, and sold 70 million. Leipold, now 69, is relieved the company's faith in its product is paying off. "We were just too early," he says...
...suit American tastes, Bionade is contemplating adding new flavors, like cranberry. But the major hurdle is just getting the drink on store shelves. To do that, the company will likely have to pair up with a major distributor, like Starbucks or Anheuser-Busch, which seems anathema to a company that has marketed itself as an idealistic small-town enterprise. After all, it was multinational corporations that almost put the brewery out of business in the first place. Timothy Calkins, clinical professor of marketing at the Kellogg School of Management at Chicago's Northwestern University, cautions: "The key challenge on growth...