The beer category in Germany is becoming increasingly diversified: alongside classic beer varieties, new segments such as alcohol-free beers, craft variants, and functional brews are gaining significance. At the same time, consumer needs and occasions are shifting.
For our client Bitburger, this raises the question of how the existing portfolio is positioned within this evolving landscape – and where strategic growth opportunities lie.
JUSTBLUE was commissioned to guide this process in an interactive portfolio workshop together with Bitburger’s marketing and sales team, and to develop an actionable roadmap for optimization.
In the workshop, the existing Bitburger portfolio was first analyzed and assessed along the central need states of the beer category. Based on this, white spots were jointly identified and evaluated with regard to their strategic potential for the Bitburger brand.
In parallel, the brand architecture was systematically reviewed for coherence, clarity, and differentiation, and concrete optimization approaches were discussed.
Additional impulses came from a benchmarking exercise against national and international competitors as well as an in-depth portfolio analysis compared to the top five market players:
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How is the Bitburger brand positioned in comparison?
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What learning opportunities arise from the competitive environment?
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Which growth options are realistic and in line with the brand?
Furthermore, the portfolio was also examined in terms of executive consistency (design, naming, packaging formats, POS presence) – resulting in clear recommendations for further optimization.
The result was a clear analysis and a prioritized roadmap for the further development of the Bitburger portfolio:
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Sharpening the portfolio architecture
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Identifying and evaluating growth areas
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Actionable recommendations for portfolio and design optimization
Thanks to its long-standing collaboration with the Bitburger Group and deep category expertise in the beer market, JUSTBLUE was able to create decisive added value within the framework of this workshop:
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Concept, preparation, facilitation, and evaluation of the workshop
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Interactive, cross-hierarchical workshop format
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Compact, clearly structured documentation as a foundation for ongoing strategic work
Together with the brand team, this created a solid basis to optimize the Bitburger portfolio and position it with lasting relevance in the market.
Strategic Design & Portfolio Management that drives relevance
