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Unusual but fitting: This time, the keynote address effectively brought the “official” part of the opening night to a close. It was delivered by Peter Kowalsky, the master brewer from Ostheim vor der Rhön in Franconia, who founded Bionade GmbH in 1995 with his mother, stepfather, and brother. The theme of the keynote: “We’re doing it anyway!” Peter Kowalsky:

When, after 15 years, the Hamburg-based drugstore chain Budnikowsky—with its 80 locations—expressed interest and wanted to market the “Kinderlimo” to hipsters, students, and advertisers, the family refused for many years. Peter Kowalsky: “Then we thought: Okay, we’ll sell the soda to hipsters. Sooner or later, they’ll have kids too, and then we’ll sell the soda to kids again. We continued to work with school classes, plant trees, and support schools—and the hipsters thought that was great.”