The golden soda has become essential nourishment for anyone in Berlin involved in hacktivism, club culture, dance music, tech—just about everyone in the city under the age of 40. Brauerei Loscher, the small Bavarian brewery that produces the drink, refrains from the stardart marketing frames, relying instead on word-of-mouth and independent distributors. You won't find Club-Mate at your corner bodega or local BevMo. Fast-forward two decades to 2014. Bottles of Club-Mate swing from the hands of seemingly every young person in the German capital, and distribution of the drink has quietly gone global. It's exported to 40 countries, from Kazakhstan to Chile. We can say that we also got hypnotised by the magic potion and until we know - we were part of the Bulgarian team, taking care of the sales & marketing for the Varna city area.

"We sell Club-Mate because we believe it to have a metaphysical relationship with techno music," Barclay says. "There is some sort of cosmic bond between this mysterious potion and the exploration of computer technologies.”

We took over the challenge to land Club-Mate into a totally new market and spread the culture aspect that stands behind it to the potential target audience in Varna. Our strategy involved organising series of boutique and invite-only events, partner up with alternative bars and clubs, as well as various techno parties in the city. We sticked to the low key marketing, making people wander what is that new drink in town and spark curiosity in them.

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For not more than 3 months we can say that we succeeded with our outlined strategy, as Club-Mate is now recognised by the right people and places, spreading its mysterious message and infecting people with its magic potion all across the city. We landed at more than 10 bars and 5 of the key clubs, being also a key partner of the important electronic music happenings in town which for city like Varna - this is quite a success regarding the size of the target market there. We managed to organise 5+ successful boutique events that were part of the alternative culture happenings in the area. Our efforts also resulted in upgrading the online presence of the brand, gaining more followers and interactions with the right audience.

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2016-2018