At IMC Krems, students are encouraged not just to explore their ideas but to turn them into reality. Bernd Menzl is one such graduate who leveraged his know-how to establish a small yet exceptional company.
Story
Refreshingly successful with “Raureif”
A graduate of the Tourism and Leisure Management programme at IMC Krems, Bernd Menzl is the founder of “Raureif”, an innovative alcohol-free beverage that impresses not only with its ingredients but also with its philosophy. Regionality, mindful consumption, and creativity are the core values that define this company. His idea stemmed from the desire to create a flavourful alternative to alcoholic drinks, offering uncompromised enjoyment without the alcohol.
A Formative Time at IMC Krems
Bernd found the courage to become an entrepreneur early on, and IMC Krems played a significant role in that journey. “I think IMC Krems has an excellent reputation – everything is run very professionally,” Menzl remarks, praising his alma mater. “The lecture halls in the Piaristengasse and the Gozzoburg are particularly impressive – they provide a wonderful contrast to the modern campus. The environment, the beautiful wine city of Krems, and the diverse cultures of the students really captivated me. I thoroughly enjoyed my studies, even though I sometimes had to neglect them a bit due to my entrepreneurial commitments.”
While Berndl’s degree may not have directly prepared him for entrepreneurship—he founded his business early during his studies—it still contributed significantly to his career. “I wouldn’t say the programme directly prepared me for self-employment, as I started my business very early on. Still, I gained a lot for my professional life,” he explains. He also treasures the friendships he formed during his studies, particularly one that has remained strong to this day. In 2016, shortly after founding Raureif, Menzl restructured his business and brought on Patrick Zechmeister—also an IMC Krems graduate and former classmate—as co-founder. Although their paths later diverged, Menzl is now the sole managing director of Raureif.
Verjus: The Foundation of an Idea
After graduating from secondary school, Menzl worked as a young chef at a three-toque restaurant in Upper Austria, where verjus (unripe grape juice) was a staple ingredient, used both for its delicate acidity in the kitchen and at the bar. “I find verjus to be an incredibly exciting product, but it felt a bit one-dimensional to me,” Menzl says. “So, I experimented by adding a fruity note, using various local berries. Rowanberries, with their delicate bitterness, were a natural choice, while chokeberries and elderberries rounded out the drink.”
With no additives or refined sugar, Raureif impresses with its delicately bitter yet balanced flavour, making it an ideal companion for meals or creative cocktails. However, the path from development to market launch was far from easy. “A big challenge was implementing my idea in a way that was both economically viable and practical to produce. I have to admit, I focused heavily on quality during product development, which means production costs are higher than for traditional juices or soft drinks,” Menzl explains. “Raureif is no cash cow – and it’s not meant to be. I consciously positioned it in the high-end segment, where it is defined by quality rather than price.”
Strategies and Realism
Menzl explains how key decisions, such as refining the recipe and defining the target audience, were made: “Experimenting, testing, gathering feedback – that’s how I approached things step by step until I was ready to launch. At first, the target audience wasn’t clearly defined, but over time it became more apparent. Initially, Raureif was often placed in the ‘urban drinks’ category, and to be fair, we contributed to that perception ourselves. Today, the brand is much more mature, and I know exactly who Raureif appeals to – and who it doesn’t.”
The ingredients for Raureif come from Austria, with production taking place locally in the Mostviertel region. While short transport routes and regional products align with sustainability, they’re not always the cheapest option. “Raureif isn’t a classic regional product tied to one specific area,” Menzl clarifies. “Instead, I work with farmers and suppliers across Austria. I source the main ingredients from regions where they meet the quality standards, I’ve set for Raureif. Short transport routes are not only better for the environment but also save money in the long run.”
Interestingly, Menzl avoids branding his product as “sustainable.” “Producing a product that’s entirely sustainable simply isn’t possible,” he explains. “Let’s not kid ourselves.” Today, Raureif is available in numerous fine food stores, local shops, farm stands, and wine boutiques. Many top-tier restaurants in Austria also use it as a premium alcohol-free pairing for their dishes. Additionally, the online shop plays a significant role in distribution.
Competition and Trends
Alcohol-free meal pairings are often considered niche products. Does Raureif have future potential, and why? “When I founded Raureif in 2016, I was convinced the target audience – people more mindful of their alcohol consumption – wasn’t ‘old enough’ yet and didn’t have the purchasing power,” Menzl recalls. “But now there’s a clear trend toward mindful consumption, particularly when it comes to alcohol. Longstanding customers are now joined by those who were too young eight or nine years ago. The time for alcohol-free alternatives is now, which motivates me and confirms I’m on the right track.”
What sets Raureif apart from other beverages is its focus on taste and its exclusive use of local ingredients. “It’s important to me that a drink isn’t overly sweet but remains fruity, full-bodied, and as complex as a good wine,” says Menzl. “This complexity is thanks in part to the verjus.”
Looking Ahead
Bernd continues to nurture his vision with care and determination. The next step involves a slight rebranding of the Raureif brand and the introduction of a second flavour. “This new variety, featuring verjus paired with an old local fruit variety and select herbs, will launch in March 2025,” he reveals.
Currently in the middle of the rebranding process, Menzl’s goal is to communicate even more clearly what Raureif stands for and how it can be enjoyed. “I want to firmly position the brand as an alcohol-free meal companion made exclusively with local ingredients,” he explains.
Expertise and Networks
IMC Krems continues to play a significant role in Raureif’s development. “The fact that IMC Krems reached out to share my story shows just how valuable such a network is, don’t you think? Thank you, Tina Weiss!” Menzl remarks.
To current and future students at IMC Krems, Menzl offers practical advice for aspiring entrepreneurs: “Just go for it and don’t let others influence you too much. If you have an idea, you’re passionate about, create a business plan, calculate everything carefully, assess the risks realistically – and start! Take advantage of the excellent education at IMC Krems and learn from the expertise of your lecturers,” he concludes.