If there were such a thing as attitude scores for drinks, fritz-kola would be right up there. The Coca-Cola competitor, founded in 2003 by two friends from Hamburg, promotes diversity in its advertising, is caustic towards extremes and jokes about funny figures like Donald Trump.
While the successes in the elections were, as we all know, not so glorious, founder Mirco Wolf Wiegert is really stepping on the gas with his core product. The brand is currently expanding into new markets and getting a little closer to its goal of challenging the eternal top dog Coca-Cola - with returnable bottles, organic ingredients and a clear edge.
In between all this, Mirco Wolf Wiegert took the time to discuss a few refreshing questions with us: Why does a brand even need something like an attitude? Does fritz-kola sell better with an attitude - or is that the wrong question? And, of course, the mother of all questions: is the fritz-kola recipe actually just as secret as the Coca-Cola formula?