Pfanner launches special edition Iced Tea
Austrian hero, World Cup alpine ski winner Manuel Feller has joined forces with another famous name in Austria, Pfanner, to deliver a special edition alpine Iced Tea, launched exclusively in REWE stores. The new iced fruity raspberry-lemon tea is launched in Pure-Pak® Aseptic cartons from Hermann Pfanner Getränke GmbH, the market leader for Iced Tea in Germany.
The taste that turns your head
“We wanted to expand our Iced Tea range with a cool and exclusive edition,” explains Max Pfanner, Marketing and Sales Manager, Pfanner. “We recognize the importance of innovative taste experiences for our customers and together with Slalom World Cup winner Manuel Feller we developed a new aromatic alpine herbal and refreshing iced tea that we refer to as ‘The taste that turns your head’.”
The launch of the new herbal variation began in Austria, where Manuel Feller has the strongest recognition, and has been expanded to the German market.
The Pure-Pak® carton supports a modern, high-quality image and fits the positioning of this product well. The pack design is aimed at a younger audience and skiing fans, but it also appeals to a broader young demographic.
Max Pfanner, Marketing and Sales Manager, Pfanner
Deposit-free packaging is clear advantage
The collaboration with Manuel Feller as a brand ambassador is part of Pfanner’s sports sponsorship strategy to provide fresh perspectives for its products. Plus, as Max Pfanner explains, “The combination of the 750ml size carton and deposit free packaging makes this product line especially attractive and enables a versatile format we can offer internationally.”
With the deposit system being introduced in Austria in 2025, the topic of ‘deposit-free’ products is becoming increasingly topical and relevant. Therefore, by currently focussing on positioning our iced teas in deposit-free Elopak packaging we have a clear advantage.
The Iced Tea by Manuel Feller is available across Austria and Germany, and the company sees the potential for further geographic roll-out enabling more consumers to take their refreshment to the next level with Pfanner.