Vor nicht allzu langer Zeit wurde der europäische Getränkemarkt noch von einigen wenigen internationalen Branchenriesen beherrscht. In den Regalen fanden die Verbraucher meist nur Limonaden, Energydrinks und Eistees. Und Getränke-Startups waren recht schwer zu finden. Sie waren eher im Untergrund zu finden, vor allem in den Großstädten, wie Berlin, in kleinen Läden und in Cafés.
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