How to conquer the world with fog and figs
From Eckernförde Bay into the world: how a family business from Schleswig-Holstein is conquering world markets with creative spirit brands, never forgetting its northern German DNA.
1984: Apple revolutionises the computer world with the Macintosh, Richard von Weizsäcker becomes Federal President - and a small swing-top bottle begins its triumphant march through the souvenir shelves of northern Germany. It marks the birth of a liqueur legend called "Küstennebel" (coastal fog) - a drink which today not only captivates tourists but has also become a symbol of the northern German way of life.
When Schleswig-Holstein creativity meets global markets
What began as a regional speciality in Eckernförde can now be found throughout Germany. "Küstennebel" has become Germany's most popular anise-flavoured spirit. And as if that weren't enough, "Kleiner Feigling" has made it from the northern German coastal town to Asia. These two brands prove that innovation made in Schleswig-Holstein has fans not only in Germany, but around the world. Behind these success stories is Behn, a family business that has been demonstrating how to perfectly combine tradition and innovation since 1892. While other companies come and go, Behn attaches great importance to continuity and succession, especially when it comes to family - an impressive testimony to sustainable corporate success.
"At Behn, a person's word and a handshake still means something. As do the names of our 280 employees," says owner Rüdiger Behn. This is more than just a marketing slogan - it is corporate culture in action in times when digitalisation and global trade are rewriting the rules every day. With Lisa and Asmus Behn, this continuity has been ready to lead the company since 2023. This makes them the fifth generation at Waldemar Behn GmbH and Behn Getränke GmbH on their way to taking on responsibility - a rare phenomenon in the Germany business landscape.
The fact that a family business has not only survived for more than 130 years, but has also flourished and repeatedly reinvented itself, speaks volumes about the quality of its management. Here, succession is not born out of necessity but is prepared strategically and with foresight. While other companies stumble in their transformation, Behn confidently navigates change. The secret? "When the business environment changes, you have to adapt," says Rüdiger Behn, explaining the philosophy. But adaption does not mean rushing: "Nothing that is developed in the morning is launched on the market in the evening."
Innovation requires patience - and the down-to-earth approach Schleswig-Holstein is known for
At Behn, product innovation is not a matter of chance, but a systematic process. The market is constantly monitored, many things are tried out, but always as a team and with the necessary calm. This approach pays off. While others focus on fast trends, Behn develops with a long-term impact. The commitment to the region is not a PR stunt, but a matter close to the heart. Local products such as "Friesengeist" and the many silent sponsorships of regional sports clubs and social projects show how that even those who are globally successful do not forget where their roots lie. Just what you'd expect from a family company.
Sustainability as a success factor for the future
Schleswig-Holstein wants to become CO2-neutral, and Behn is on board. Not out of a sense of duty, but out of conviction and entrepreneurial foresight. Since autumn 2024, the classic Dooley's has been available with a plant-based recipe and paper label. The result is a significantly reduced carbon footprint without any loss of quality. "Every individual must do their part to curb global warming," emphasises Rüdiger Behn. For the future of Behn, this means a CO2-free heating system at the Eckernförde site and continous biotope optimisation of the operating areas towards more biodiversity. Innovation and sustainability go hand in hand here.
Hidden champion par excellence
Behn perfectly embodies what makes a true hidden champion: a global presence without much fuss, continous growth without self-promotion and innovative power without marketing hype. Form the coast of Schleswig-Holstein to the world - and always remaining authentically northern German.
Succession policy as a factor for success
With Lisa and Asmus Behn, the fifth generation has been ready to take over the management of Waldemar Behn GmbH and Behn Getränke GmbH since 2023. At a time when many family businesses are failing due to succession issues, Behn is sending a strong signal of continuity and strategic foresight.
For more than 130 years, this long-established company has not only survived crises, but has also continously developed and opened up new markets. This is no coincidence, but the result of forward-looking management that understands succession as the core of its long-term strategy.
Instead of short-term solutions, the generational change at Behn is being planned systematically - with the clear integration of the successors into the structures, responsibilities and values of the company. The result is a model that is regarded far beyond the industry as an example of successful family businesses.
