Sparkling, fruity, regional - Herforder Brauerei introduces Alster naturtrüb

"With Herforder Alster naturtrüb, we are meeting the unbroken consumer demand for naturally cloudy beers and regional specialties," explains Peter Lohmeyer, Head of Marketing and PR at Herforder Brauerei. Naturtrübbes Landbier has already been successfully brewed in Herford since 2017. "Now we are turning to the growth segment of naturally cloudy Alster and Radler and would also like to actively shape this trend in our core market." The décor of the product innovation will match the new look of Herforder Landbier naturtrüb. In keeping with the authentic brewing tradition, a rustic look will dominate here as well.

The blend ratio of Herforder Alster naturtrüb is 50:50, with sparkling lemonade adding a refreshing kick and pleasant sweetness to the finely tart and spicy Pilsner. The product innovation contains 2.5 percent alcohol by volume and 5°P original gravity. In the glass, it presents itself as light yellow with a white foam crown.

The launch of the product specialty will be supported between March and May with extensive POS material and an encore promotion: To provide additional incentives for tasting, consumers will receive a free six-pack of Herforder Alster naturally cloudy with the purchase of two cases of Herforder Pils. Starting in April, radio, TV, digital and outdoor advertising will generate additional attention.

"Since the launch of the new 'Willste auch eins?" (Want one, too?) campaign, Herforder has made noticeable gains in the trade," says a pleased Christian Gieselmann, a native of Herford and spokesman for the management of the Warsteiner Group, to which the Herforder brewery belongs. In the meantime, the new packaging design is also becoming more and more popular in the markets. "We want to take this momentum with us and put a third exclamation mark on it with a new Herforder product."

Herforder Alster naturtrüb will be on sale year-round in 6x0.33-liter carriers and 4x6x0.33-liter crates. Ramp start is March 1