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Erdinger Weißbräu with a new sales strategy - "Stronger assertion nationally"

2022-03-24T09:11:00.634Z


Erdinger Weißbräu with a new sales strategy - "Stronger assertion nationally" Created: 03/24/2022, 09:44 By: Hans Moritz In the future, the light beer from Erdinger Weißbräu will appear in a new guise – on the left the light beer, on the right the natural cyclist with the new advertising characters Kathi and Basti. © Erdinger Weißbräu Erdinger Weißbräu is reorganizing its range. In the future


Erdinger Weißbräu with a new sales strategy - "Stronger assertion nationally"

Created: 03/24/2022, 09:44

By: Hans Moritz

In the future, the light beer from Erdinger Weißbräu will appear in a new guise – on the left the light beer, on the right the natural cyclist with the new advertising characters Kathi and Basti.

© Erdinger Weißbräu

Erdinger Weißbräu is reorganizing its range.

In the future there will be an increasingly popular type of beer to buy.

In fact, it's just a marketing measure.

Erding - It's the biggest innovation at Erdinger Weißbräu in years: In the future, only Erding's regional beer specialties will be marketed under the Fischers Stiftungsbräu brand.

The national products get a new brand umbrella: the Erdinger Brauhaus.

With this, Werner Brombach's brewery wants to get more involved in the booming German light beer market.

In this context, a natural cyclist is also coming onto the fast-growing market.

This goes hand in hand with a new brand identity.

Its colors – green and blue.

Nothing will change with wheat beer.


Erdinger Weißbräu: Nationwide products are given a new umbrella brand

Background to the small beer revolution: The market is changing.

The Helle was previously a southern German specialty, but is becoming increasingly popular on the national market.

Good for Erdinger: the bottom-fermented beer takes away less of the wheat beer than the Pils, which has been the most popular type in Germany to date.

By the way: everything from the region is also available in our regular Erding newsletter.


The brewery was already on the nationwide market with the Hell Foundation.

But managing director Josef Westermeier admits in an interview with our newspaper: “This brand, which is very popular locally, has never managed to assert itself more strongly nationwide, especially in retail.

It is undisputedly an excellent beer, but it has not achieved the desired popularity outside the Erding region.” People have often been asked why there is no light beer under the Erdinger label.

Only the name Erdinger was out of the question, because then the consumer would have thought it was a light wheat beer.


Erdinger Weißbräu: Stiftungs Hell brand is withdrawn from the market

In order to be able to survive better in the German market, which has come under pressure, Erdinger has decided to take the Stiftungs Hell brand off the market.

However, not quite, as Westermeier and marketing boss Wolfgang Kuffner assure.

The name "Im Gasthaus Zur Post" as the parent company of the brewery is to be retained.

There will also be a foundation tent at the Erdinger Herbstfest in the future.

And the special beers, such as the festival beer or the Prosper strong beer, also keep their names.

"Of course, the foundation will remain the guardian of its brands and of course one cent per liter of beer sold will go to the Fischer's Charity Foundation in the future," says Kuffner.

Westermeier adds, "that it remains the same beer that is very successful here in particular".


The trick: the Erdinger brand is internationally known, the wheat beer is exported to a good 80 countries.

Light shades should now also benefit from this popularity.

The reference to Erding is also retained in the new logo of the brewery: the silhouette of Erding's old town is framed by ears of corn.


Erdinger Weißbräu: Naturradler is coming

The brewery wants to benefit from a second major trend: the popularity of the natural shandy.

While blue will characterize the advertising of the bright, it is green for the natural cyclist.

This is no coincidence: after all, Erdinger wants to take on one of the industry leaders Gösser from Austria.

However, the mixing ratio will be different.

According to Kuffner, at Gösser it is 60 percent soda and 40 percent beer, at Erdinger Radler the mixture is true to the Bavarian brewers 50:50 - so it's a little less sweet, but more beer.


With the new appearance, the appearance has also changed: the dark blue of the foundation boxes has disappeared, replaced by a rich green - with the imprint "Erdinger Brauhaus - Bayern".

The label of the Hellen is characterized by a couple toasting each other with beer mugs, Basti and Kathi.

In the case of the natural cyclist, it is a fruit farmer with an apron and a straw hat, carrying a basket of lemons to a woman with a lemon in her outstretched hand.


The "Offensive 2022" is not a quick shot.

Westermeier and Kuffner report on a year-and-a-half-year process of market exploration and research as well as tests during the Corona period, which hit the industry hard because of thousands of canceled festivals.


"Offensive 2022" at Erdinger Weißbräu: a year and a half process during the Corona period

Above all, however, it is about a promise made by Brombach, who took over the foundation brewery 30 years ago.

It is, emphasizes his managing director, "his love for beer and for the beer town of Erding, which is immensely important to him as a place for the best Bavarian beer culture."

Brombach recalls the saying from the 17th century, to which he still feels committed today: "Traunstein and Erding, Vilshofen and Schärding are four of the places in Bavaria where the best beer is brewed." And at least for Erding, the beer can do that Influencing the 82-year-old with the Weissbräu and now the Erdinger Brauhaus.

That's why, Westermeier assures, that Brombach was convinced from the start.


The advertising campaign is now under way.

In terms of price, the light beer is on the same level as the wheat beer.

Westermeier is optimistic that "pilsner will drop to a market share of 40 percent, while light beer will increase by ten percent".

By the way: everything from the region is also available in our regular Erding newsletter.


Source: merkur

All news articles on 2022-03-24

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