Paulaner, the famous German brewery, is moving into what it calls the “high-growth category” of RTDs with the launch of three new drinks.

The business, which was established in 1634, will bring a trio of cocktail classics ranging from 5% – 10% ABV to market in early 2027.

Available in 330ml cans, the Bella Bavaria range will launch with Hugo, Limoncello Spritz, and Paloma.

Paulaner is moving into the fast-growing space at a time where German demand for such drinks also continues to increase.

Jörg Biebernick, CEO of the Paulaner Brewery Group, said: “With Bella Bavaria, we are deliberately moving beyond our traditional core business and entering a new, high-growth category.

“Even though beer is in our DNA and, together with our carbonated soft drink family, forms the foundation of our business, we are strategically developing our portfolio and tapping into new growth potential.”

He added that the launch is a response to changing consumer needs and “creating new occasions” for consumption.

“We want to successfully establish Bella Bavaria in the ready-to-drink segment and further develop Paulaner as a beverage company,” said Biebernick.