– ERDINGER Weissbräu, the largest family-owned wheat beer brewery, has unveiled the latest phase of its ‘never skim an ERDINGER’ campaign featuring brand ambassador, Jürgen Klopp.
The campaign sees the much-anticipated return of Klopp ordering his favourite ERDINGER Weissbier, but this time he is served by Stevie, an eager new bartender. Conscious of the expert football tactician’s appeal to ‘never skim an ERDINGER’ Stevie keeps the luscious foam head on his drink, but has he poured the beer correctly, or will his dependable colleague have to step in?
The story reinforces the importance of the beer’s foam, which looks irresistible and demonstrates the quality of the ERDINGER Weissbier. But it then broadens the conversation to reference the Best Bit which makes an ERDINGER so special that it is now the number one imported wheat beer in the UK. Activation will run across media including TV, digital, out of home and, in a first for the brand, cinema advertising. It is supported by an updated website which includes more information on the Best Bit, details of the perfect pour and an interactive ‘beer finder’ stockist search.
Announcing details of the new campaign Wolfgang Kuffner, ERDINGER Weissbräu marketing director, explained “Jürgen Klopp personifies the pursuit of excellence that we strive for in every ERDINGER Weissbräu beer. By coaching the bartender to ‘never skim an ERDINGER’ in our first campaign together, he helped people understand that wheat beer needs a big foamy head to help retain its freshness and soften it in the mouth to give a smooth taste. Our latest collaboration sees Jürgen revisiting The Dovedale Towers pub in Liverpool to enjoy a glass of ERDINGER Weissbier but this time it is the bartender who stresses how important it is not to forget the yeast – the Best Bit.
“ERDINGER beers are brewed with only natural ingredients in accordance with the Bavarian Purity Law and using the ‘Bayerische Edelreifung‘, or double maturity, method. With this process, we add our unique brewing yeast to the beer after fermentation and allow it to mature a second time in the bottle or keg, for up to three weeks. This gives extra time for the flavour of the beer to develop and the aromas to fully unfold – this is the Best Bit. Having spent time to get the quality right, this yeast belongs in the glass so, rather than leaving it in the bottom of the bottle, a swirl and final pour will make sure the Best Bit rounds off the taste perfectly and gives the beer its attractive, natural cloudiness.”
With its gently spicy, lively, and harmonious taste, ERDINGER Weissbier is best served between 7 and 9°C, so should be kept in the fridge and ready to drink, allowing the bubbles in the foam head to leave a delicious tingling sensation on the tongue.
The campaign has been developed to increase awareness of the quality attributes of ERDINGER beers and drive demand in the UK on- and off-trade. It is expected to encourage more people to explore the characteristics and taste provided by ERDINGER’s unique yeast and increase sales as they discover the flavour profile generated by the Best Bit.
Since the launch of the original campaign in Spring 2020, ERDINGER has recorded year on year improvements in distribution and rate of sale and is the number 1 imported wheat beer across all channels in the UK.
“By harnessing Jürgen’s enthusiasm for quality and passion for life, which mirrors our own attitude, the advice given in this campaign will help drinkers get the most enjoyment possible from drinking their ERDINGER Weissbier and make sure they can appreciate the Best Bit” added Kuffner.
ERDINGER is the UK’s No 1 imported wheat beer with the brand portfolio, headed by ERDINGER Weissbier, also including Dunkel, Pikantus, Alkoholfrei and Alkoholfrei Grapefruit. ERDINGER Weissbräu wheat beers are available widely in pubs, bars and restaurants, major supermarkets, bottle shops and online retailers. The new campaign featuring Jürgen Klopp’s original advice to ‘never skim an ERDINGER’ with the additional reminder not to forget the Best Bit runs from 1st May and the advert can be seen at ERDINGER Weissbier | Don’t forget the BestBit! – YouTube
ERDINGER Weissbräu beers are distributed in the UK by Carlsberg-Marston’s Brewing Company Ltd. For stocking queries, please contact https://signup.carlsbergmarstons.co.uk/.
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https://uk.erdinger.de/bestbit
https://www.youtube.com/watch?v=SdbJkh6JYkg
Insta: erdinger.uk
NOTES TO EDITORS
ERDINGER Weissbräu is a private brewery, established in 1886 in the small town of Erding, Bavaria, on the outskirts of Munich. For over 130 years, the outstanding quality of their wheat beers has been rooted in their passion for Bavarian brewing skills. They have always brewed exclusively in Erding and never brewed anything other than the Bavarian speciality wheat beer.
ERDINGER Weissbier – the original wheat beer brewed according to the Bavarian Purity Law
This classic wheat beer blends gently spicy malt aromas with mildly bitter hops. Its secret lies in the unique ERDINGER brewing yeasts. They provide the fruity notes and unmistakably fresh flavour. The finishing touch for every ERDINGER Weissbier is a further specialty: the “Bayerische Edelreifung” or double maturity method. After the main fermentation process, the beer is given the time it needs to mature a second time in the bottle or keg. This allows its delicious lively nature and the harmonious interplay of its various aromas to fully unfold.
Press release from Erdinger
For Further Information: Kate Hempsall
+44 (0) 7534 190241