Since 1970, when the licenser Glaabsbräu F. Glaab & Co. founded together with other breweries the Vitamalz Group, whereas each member works with the same recipe, 13 breweries have joined the production of Vitamalz. Vitamalz has been the leader on the German malt beer market since 1980, with hardly any commercials running for it. In 2000, Vitamalz started a campaign with a German offering Vitamalz to various Americans, who responded "Ah, Cola!", whereas he replied "Nix Cola, Vitamalz!". In those spots, they were all pleasantly surprised by the taste. They stopped airing after running for about a year.