Our passion runs deep—tracing back to the 1980s, when Heinrich Rederlechner, Martin’s father, was a pioneering distributor of top German beers. This legacy ignited Martin’s lifelong dedication to the industry, and to this day, he proudly represents some of the very brands his father once introduced to the market.

Martin’s career is a testament to relentless ambition and excellence. His journey began at Coca-Cola, where he worked his way up from technical support to promoter, ultimately rising to the role of regional manager. Over the course of six years, he became Italy’s top sales performer. This success paved the way for his next major role—transforming international markets as Regional Sales Director of the Bitburger Brewery Group. Under his leadership, the company’s export volume soared to an impressive 130,000 hectoliters annually, accounting for nearly 35% of the brewery group’s total yearly export sales. A South Tyrolean polyglot fluent in four languages, Martin built a profitable distribution network in Italy, introduced a groundbreaking direct delivery model for off-trade, and played a pivotal role in creating the Benediktiner brand, from concept to market success.