Pfanner

What Pfanner does

Pfanner GmbH is a family-owned Austrian beverage manufacturer headquartered in Lauterach, founded in 1856 and currently in its fifth generation of family leadership. The company operates five production sites across Europe with approximately 1,000 employees and processes roughly 120,000 tonnes of fruit annually, making it one of the largest apple processors in Europe. Its core production technology centers on fruit juice processing and direct tea brewing, with proprietary brewing processes for the Pure Tea line and a recent shift to Elopak's deposit-free Pure-Pak Aseptic carton packaging ahead of Austria's 2025 deposit system. The portfolio spans several hundred SKUs across fruit juices and nectars, iced teas (including Sparkling IceTeas, ZERO variants, and the Pure Tea bio line), syrups for home preparation, wines, and brandies, with packaging formats including Pure-Pak cartons, SIG combibottle cartons, PET, and cans.

Pfanner's business model combines branded consumer beverage sales, B2B contract filling (Lohnabfüllung), and B2B fruit ingredient supply. Branded products are distributed primarily through retail partners in the DACH region (with REWE Group as a flagship channel for the 2025 alpine Iced Tea launch), through eight European country markets, and through a direct-to-consumer online shop at pfanner-getraenke.com. Customer segments are horizontal: mass-market consumers across German-speaking and broader Central/Eastern European markets, plus enterprise B2B customers requiring contract manufacturing and fruit ingredients. Pfanner holds FAIRTRADE, Rainforest Alliance, and BIO certifications, and uses sports sponsorship (Manuel Feller) plus TV advertising featuring managing director Peter Pfanner as primary marketing channels. The company is privately held, family-controlled, with no disclosed external funding, M&A activity, or plans for public listing.

Name

Pfanner

Legal name

Pfanner GmbH

Website

https://PFANNER.COM

Company type

Private

Founded year

1856

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Pfanner is a fifth-generation family-owned Austrian beverage manufacturer producing fruit juices, iced teas, syrups, wines, and brandies across five European production sites for mass-market consumers and B2B contract-filling customers.

Ownership category

akta.pro rank

Product category

Non-Alcoholic Beverages (Fruit Juices and Iced Teas)

NAICS

Beverage Manufacturing (3121)

SIC

Beverages (2080)

akta.pro primary industry

Coffee & Tea Beverage Co-Packing (RTD Coffee/Tea, Cold Brew) (AFAFAIAD)

akta.pro secondary industry

Powdered & Instant Beverage Mixes (Drink Mixes, Instant Coffee/Tea, Electrolytes) (CRADAHAN)

Keywords

• Fruit juice production
• Iced tea beverages
• Beverage manufacturing
• Contract filling services
• Organic tea drinks

Headquarters

HQ city

Lauterach

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Beverage Product Sales: Pfanner generates revenue through the manufacture and sale of fruit juices, iced teas, tea beverages, syrups, wines, and brandies. Products are sold through retail partners, online shop, and B2B contract filling services. Revenue is derived from one-time product transactions at retail and direct-to-consumer channels.
2. B2B Contract Filling (Lohnabfüllung): Pfanner offers contract filling services for other companies (B2B segment), filling bottles and packages for external beverage brands as a manufacturing service.
3. Fruit Ingredients: Pfanner supplies fruit ingredients to other businesses in the food and beverage industry as a B2B offering.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Pfanner manufactures and sells a broad portfolio of several hundred beverage products across two main categories: Fruchtsaft Welt (fruit juices and nectars) and Welt der Tees (iced teas and tea beverages, including Sparkling IceTeas, Pure Tea organic, the Wellbeing tea line, and Ice Tea Syrups), plus wines and brandies. In parallel, Pfanner runs a B2B business offering contract filling (Lohnabfüllung) services and fruit ingredient supply to other beverage and food companies, and distributes directly to consumers through an online shop and through retail partners such as REWE Group.

Product overview

Pfanner is a family-owned Austrian beverage company (founded 1856, now in 5th generation) offering a diverse portfolio of several hundred products. The main product lines include Fruchtsaft Welt (fruit juices and nectars) and Welt der Tees (iced teas and tea beverages). The iced tea portfolio features Sparkling IceTeas with carbonation (including ZERO variants), the Wellbeing tea line, Pure Tea (organic quality, 0% calories/sugar/sweeteners), and Ice Tea Syrups for home preparation. Products are packaged in various formats including Pure-Pak® Aseptic cartons, SIG combibottle cartons, PET containers, and cans. The company operates B2B services including contract filling and fruit ingredients, alongside a direct-to-consumer online shop. Key certifications include FAIRTRADE, Rainforest Alliance, and BIO (organic).

Differentiator

Problem solved

Functional benefit

Brands

• Pure Tea: Zero calorie, zero sugar, zero sweetener tea beverages in organic quality, packaged in 1.0L PET containers.
• Wellbeing
• Sparkling IceTeas

Products and services

• Fruchtsaft Welt (Fruit Juices and Nectars) Product line of fruit juices and nectars crafted from a wide range of fruits sourced globally (apples from the Lake Constance region, Brazilian oranges, Turkish pomegranates, etc.), targeted at general consumers purchasing beverages for at-home and family consumption via retail and online channels.
• Welt der Tees (Iced Teas and Tea Beverages) Product line of brewed iced teas and tea beverages, gently prepared to bring out a characteristic full-bodied tea taste, targeted at tea-drinking consumers seeking refreshment in the DACH/CEE retail and online channels.
• Sparkling IceTeas Carbonated iced tea beverages available in convenient on-the-go cans, with the Lemon variety offered as a calorie-free ZERO variant, targeted at refreshment-seeking consumers seeking ready-to-drink sparkling tea.
• Pure Tea (organic tea beverage line) Organic (bio) quality tea beverages with 0% calories, 0% sugar and 0% sweeteners, packaged in 1.0L PET containers and produced via a specially developed brewing process that delivers an intense tea taste, targeted at health-conscious consumers seeking unsweetened organic teas.
• Wellbeing Tea Line Tea line with a refreshed design celebrating 20 years of refreshment and wellbeing moments, with 'Der Grüne' (The Green) achieving cult status, targeted at regular tea consumers seeking an established wellness-flavored tea range.
• Ice Tea Syrup Syrup variants of popular iced tea flavors (Eistee Pfirsich and Grüner Tee Zitrone-Kaktusfeige) that consumers can prepare at home to personal taste, targeted at consumers who want customizable at-home iced tea beverages.
• Special Edition Alpine Iced Tea (Manuel Feller edition) Limited-edition raspberry-lemon herbal iced tea developed in collaboration with World Cup alpine ski winner Manuel Feller, packaged in deposit-free Pure-Pak Aseptic cartons and distributed exclusively via REWE Group stores in Austria and Germany, targeted at refreshment-seeking consumers and sports/Manuel Feller fans.
• B2B Contract Filling (Lohnabfüllung) Contract beverage filling service that fills bottles and packages for external beverage brands, targeted at other beverage companies needing additional or specialized aseptic/carton manufacturing capacity.
• Fruit Ingredients (B2B supply) Supply of sourced fruit ingredients to other businesses in the food and beverage industry, targeted at companies needing reliable fruit ingredient sourcing at Pfanner's quality and scale.
• Pfanner Direct-to-Consumer Online Shop Company-operated e-commerce storefront enabling home delivery of Pfanner's range of fruit juices, iced teas, syrups, wines, and brandies to consumers in Austria (and per source commentary also Germany), used as a direct-to-consumer sales channel parallel to retail distribution.

Quantifiable outcome

• 120,000 tonnes of fruits processed annually
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• REWE GroupcoreChannel Partner/ Reseller/ Distributor · 1 July 2025REWE Group serves as the exclusive retail distribution partner for Pfanner's special edition alpine Iced Tea launch. The raspberry-lemon herbal iced tea is available exclusively in REWE stores across Austria and Germany from July 2025. This partnership positions Pfanner for the Austrian deposit-system introduction in 2025.
• Manuel FellerflagshipGTM or Marketing Partner · 1 July 2025World Cup alpine ski winner Manuel Feller collaborated with Pfanner for the special edition alpine Iced Tea launch. This sports sponsorship strategy is part of Pfanner's approach to grow its iced tea portfolio internationally and build brand awareness through athlete association.
• FAIRTRADEminorOthersPfanner holds FAIRTRADE certification, demonstrating commitment to fair trade practices and ethical sourcing of ingredients.
• Rainforest AllianceminorOthersPfanner holds Rainforest Alliance certification for sustainable sourcing practices, particularly for tea ingredients.
• BIO (Organic Certification)minorOthersPfanner offers products in BIO (organic) quality, with the Pure Tea line being explicitly marketed as bio-certified.
• ElopakcoreTechnology or IntegrationPfanner uses Elopak's Pure-Pak aseptic carton packaging for its beverages. The deposit-free Pure-Pak cartons position Pfanner favorably ahead of Austria's deposit-system introduction in 2025. The cartons are 100% recyclable.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Rauch: Austrian family-owned beverage company producing fruit juices, nectars, iced teas, and syrups across Europe. Closest comparable to Pfanner in geography, product mix, and family-business scale.
• Voelkel: German family-run producer of organic fruit juices, smoothies, and natural beverages. Comparable to Pfanner in regional positioning, organic and fair-trade certifications, and direct fruit sourcing model.
• Eckes-Granini: Europe's largest branded juice company, producing fruit juices, nectars, and fruit-based beverages across multiple markets. Comparable to Pfanner in core fruit-juice category and European B2B fruit-supply scale.
• Innocent Drinks: Coca-Cola subsidiary producing smoothies, juices, and coconut water with a strong sustainability and health narrative. Comparable to Pfanner in juice-and-wellness positioning and European DACH retail presence.

Broad incumbents

• Refresco: Global independent beverage solutions provider focused on contract bottling and co-packing across juices, soft drinks, and RTD beverages. Comparable to Pfanner's B2B Lohnabfüllung and fruit-ingredient supply streams, though substantially larger.
• PepsiCo: Global beverage and snack major operating the Lipton RTD iced tea joint venture across many European markets. Direct competitive incumbent against Pfanner's iced tea expansion plan.
• The Coca-Cola Company: Global beverage major with the Nestea iced tea joint venture and ownership of Innocent Drinks. Represents the largest shelf-share incumbent competing against Pfanner's RTD tea ambition in DACH retail.
• Suntory: Japan-headquartered global beverage company with European brands including Orangina Schweppes and Lucozade Ribena Suntory. Comparable as a multi-category European beverage incumbent overlapping Pfanner's juice and iced tea categories.
• Britvic: Publicly listed UK and European soft drinks company producing juices, carbonated soft drinks, and mixers under brands like Robinsons, J2O, and Teisseire. Comparable in mid-market European branded beverage play.

Emerging players

• Clipper Teas: UK-based organic and fair-trade tea company focused on ethical sourcing. Comparable to Pfanner's Pure Tea and FAIRTRADE / Rainforest Alliance positioning as a values-led tea specialist competing for the same health-and-sustainability-minded consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/PfannerGmbHChannel
• Facebookfacebook.com/pfannergetraenke
• Instagraminstagram.com/pfanner_getraenke

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pfanner