No ABC in Hong Kong

Rauch does not succeed at everything on its course towards global growth.

Together with an entrepreneur from Vorarlberg living in Hong Kong at the time, at the beginning of the 1980s Rauch launched a new juice called ABC in the metropolis of millions. The entrepreneur had noticed a gap in the market: British people love blackcurrant juice, but it was hard to find in the British crown colony at the time.

Helmut Steurer, sales manager back then, recalls: "We even shot a TV ad for the product launch. The juice sold very well. But when the local market leader noticed this, it fought back with a similar product. Such a fight would have been very expensive... so we withdrew."

ABC juice for Hong Kong was a short-lived success