Wenger Corp. & GO Tube Drinks

Since 1886 Wenger Corp. continuously surprises the food market with innovative products of highest quality. One of the most outstanding is Wenger’s Mustard which has won more than 50 international awards.
The most recent achievement of this success story is GO (www.go-more.com), the first drink in a tube. The idea of GO was born in the year 2004 and currently GO is exported to more than 15 countries. In the year 2006 GO was launched in Canada, Mexico and Israel. The same year Wenger Corp. won the Chamber of Commerce’s Austrian Export Award for outstanding success in exports.
2007 GO is, amongst others countries, introduced to Australia and the US.

One of Wenger Corporation’s distinguished characteristics is that its dynamic management does not shy away from facing the risks of entering new markets and of breaking new ground in product development.
The strategy to enter the highly competitive and rapidly changing beverage market has proven extremely successful for this company with its long tradition. And that is only the beginning!
Diversifying the product range and focusing on production and sales of GO Tube Drinks resulted in an enormous expansion of Wenger Corporation’s markets. For most of its history the company mainly supplied the local Austrian market. Now inquiries from all over the world are reaching Wenger Corp. Accordingly the company in a short period of time had to realign its processes towards export business and had to acquire the necessary knowledge for that area of business.

The only way for a medium-sized Austrian enterprise to expand as fast as Wenger Corp. did and to launch its products in several countries at the same time is to cooperate with strong local partners. In this regard the participation in renowned trade fairs is an important tool for international sales of GO Tubes. Considering only the years 2005 and 2006 Wenger Corp. presented GO at more than 5 international trade shows, amongst them Anuga (Cologne), FHC (Shanghai), Thaifex (Bangkok), IFE (London), FoodEx (Tokyo) as well as „Die Gast“ in Salzburg.
Regarding international sales and marketing Wenger Corp. is counting on a strong network of local sales partners and coordinates the exchange of information and experiences between them. That is especially crucial for such a new and unique product like GO. This kind of networking multiplies GO’s potential which normally would be confined by the limited resources available to a medium-sized enterprise and hence is the basis for the international launch of a new brand while at the same time sustaining the flexibility essential for success in such market.
To just cite a few examples: Design of marketing material (POS material) by a partner in Israel, production in China and consequently distributing it to the other partners around the globe. Creating GO Tequila – tequila in the unique tube – together with the partner in Mexico.

The coolish aluminium in combination with the cool shape of the tube is a perfect combination that is the key element for the image of GO: unique, new, cool, stylish, trend-setting, spirited, daring;
At the same time this is the image of the GO community, too. Similar to GO, every member of the GO community has a unique character and at the same time is part of group of like-minded people with similar preferences and desires. They share one thing: They are daring and adventurous trend-setters, not intimidated by the unknown and attracted by the new.
Since summer 2004 GO is continuously covered by television magazines and print media all around the world. Each of these reports generates priceless publicity. That GO is met by such enormous interest by the media proves: GO is new and unique. Not just another boring variation of some out-dated product, but a revolutionary idea that the world has not seen before.
Amongst the many that have already felt the unique vibes of GO are Paris Hilton, Pierce Brosnan, Dannii Minogue, Eva Herzigova, Jerry Hall and David Coulthard.
The media and consumers have recognized: GO has initiated an unstoppable trend that will transform the culture of drinking.

One of Wenger Corporation’s strengths is the flexibility to react fast in addressing country-specific requirements that are ubiquitous especially in the food industry. This avoids protracted approval procedures and delays.
In a similar manner new products (aluminium tube, plastic tube,…) or new flavours may be introduced in short time to refresh the product lifecycle of GO.
In this spirit Wenger Corp. will also relaunch its Wenger’s Mustard with a completely new design this year, celebrating more than 120 years of experience in production of highest quality, award winning mustard.
To meet the increasing demand especially in the new markets of Asia and the Americas Wenger Corp. is considering to form joint ventures for local production of GO. Negotiations have already commenced with potential partners in several countries including Canada and China.

Wenger Corp., with its fourth generation family ownership, is a paradigm for the assertiveness of entrepreneurship. Against great odds and bureaucratic obstacles company owner and managing director Gustav Wenger managed to succeed in relaunching Wenger’s Mustard and to surprise the market with the totally new innovation of drinks in tubes.
In 2005 the production plant moved to a new and bigger site that now is certified according to the international standards of ISO and IFS. In the coming years further expansions of production capacity are planned.
Furthermore Wenger Corp. currently is implementing standard software for enterprise resource planning to ensure that the increased workload in the areas of sales and administration can be dealt with at the same or even increased level of quality.

Owner and managing director Gustav Wenger: “Wenger Corporation offers two unique high-quality products – Wenger’s Mustard and GO Tube Drinks – that form the basis of the company’s success. Feedback from consumers and media proves that we are on the right track. Accordingly we are expecting drastic increases in sales in the forthcoming years.”