Hackerbrause? Techno-Drink? Das Erfolgsgeheimnis von Club Mate! | Galileo | ProSieben

Summary

The script explores the surprising success of Club Mate, a caffeine-rich iced tea beverage that has become a cultural phenomenon without advertising. Originating in Berlin's techno scene, it is known for its unique taste reminiscent of smoke and earth. Despite its bitter flavor, Club Mate has gained a loyal following, with fans even creating comics about it. The drink's popularity is attributed to its association with a modern lifestyle and the desire for novelty, especially among young people. The script also delves into the history of Club Mate and its growth from a niche product to a global brand, now sold in over 50 countries.

Takeaways

• 🍵 The script discusses a beverage with a strong taste of smoke and earth, reminiscent of tea, which is a key ingredient.
• 📈 Despite its unique taste, the sales numbers for this 'strange' beverage are exploding, indicating its popularity.
• 📺 The drink gains popularity without any advertising, which is unusual and intriguing.
• 📍 The script mentions Berlin as a hotspot for this beverage and the birthplace of 'Marta Hypes'.
• 🗣 Interviews with passers-by reveal mixed opinions on the taste, with some comparing it to the sensation of having brushed teeth.
• ☕ The beverage is described as a 'wachmacher' or 'wake-up drink', suggesting it has a stimulating effect, possibly due to caffeine.
• 🚀 The success of Club Mate, a brand of this beverage, is attributed to its association with the techno scene and long party nights in Berlin.
• 📦 The script mentions supply shortages in the past, which created a sense of scarcity and increased demand for the beverage.
• 💡 The beverage's success is also attributed to its affordability, with the bottle priced at 70 cents, making it a cost-effective trend drink.
• 🌍 Club Mate has expanded its reach to over 50 countries, indicating its global appeal.
• 🌱 The script also touches on the rise of other brands and the importance of sustainability and fair trade in the beverage industry.

Q & A

What is the unique aspect of the Club Mate drink mentioned in the script?

The unique aspect of Club Mate is that it is based on tea and has become popular without any advertising, despite its strong taste of smoke and earth.

Why is Club Mate considered a 'scene drink' in Berlin?

Club Mate is considered a 'scene drink' in Berlin because it was popularized in the 1990s among the techno and club scenes, and its sales numbers exploded without any advertising.

Who is Marta Hypes and what is her connection to Club Mate?

Marta Hypes is a person mentioned in the script who seems to be associated with the popularity of Club Mate. The script does not provide specific details about her role, but she is connected to the drink's hype.

What role did the lack of advertising play in the popularity of Club Mate?

The lack of advertising contributed to the mystique and word-of-mouth popularity of Club Mate, making it a sought-after drink without the need for traditional marketing.

What was the initial reaction of passersby to the taste of Club Mate?

The initial reaction of passersby to the taste of Club Mate was mixed, with some comparing it to the taste of having just brushed their teeth and others finding it not very pleasant.

How did the Club Mate brand gain traction in the early 1990s?

Club Mate gained traction in the early 1990s through its association with the illegal club scene in Berlin, where it was one of the few drinks available for late-night parties.

What is the history behind the production of Club Mate?

Club Mate was originally a tea-based health drink invented by a Bavarian pharmacist named Obst in 1903. It was later licensed and renamed to Sekt Bronte by a beverage producer from Franconia in 1924. The brand was reacquired and renamed to Club Mate by Andreas Löscher in 1994, who turned it into a sales hit.

What was the role of the early Club Mate suppliers in its success?

Early Club Mate suppliers played a crucial role by serving the niche market of the Berlin club scene, ensuring the drink was available for late-night parties and contributing to its popularity.

How did the scarcity of Club Mate bottles contribute to its popularity?

The scarcity of Club Mate bottles, particularly during the summer when there were not enough bottles and crates available, created a sense of exclusivity and demand, further boosting its popularity.

What is the significance of the 20 milligrams of caffeine per 100 milliliters in Club Mate?

The 20 milligrams of caffeine per 100 milliliters in Club Mate is significant because it provides a moderate energy boost, which was particularly appealing to the club and party-goers in the 1990s.

How has the success of Club Mate influenced the market for similar beverages?

The success of Club Mate has led to a boom in the market for similar beverages, with at least 28 providers now active in the market, indicating a growing interest in and competition for energy drinks with a unique taste and cultural appeal.

What is the appeal of Club Mate to its consumers according to the script?

The appeal of Club Mate to its consumers lies in its unique taste, association with a modern lifestyle, and the sense of exclusivity and freedom it represents, as well as its status as a healthier alternative to traditional energy drinks.