In recent years, we have seen a »premiumisation« of the established brand world. The increased expectations and demands of consumers with regards to fine food and drink, as well as luxury goods, have forced producers to place an even greater focus on premium aspects in product and brand design.

The modern consumer’s keen awareness of quality goes hand-in-hand with an increased need for information and transparency. This trend has led to large-scale harmonisation of both the brand language of premium products, as well as their values and product promises.

The royal Bavarian licence brands define a new, highly-differentiated Royal Premium segment and are thus guaranteed to receive the attention they warrant in a market environment with plenty of different alternatives. The royal aspect of the brands ensures that the selected products of our collaboration partners can achieve an unrivalled position in the market.

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