No ABC in Hong Kong

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."