"Naturally from MV": Lübzer focuses on Nordic-mild pale beer

With the market launch on 1 February 2024, Mecklenburgische Brauerei Lübz is bringing an attractive newcomer to the pale beer segment, which has been dominated by Bavarian beers to date: Lübzer Küsten Hell promises Nordic mild pale beer enjoyment for carefree and sociable moments - fresh and uncomplicated, just like the region in which it is brewed. Inspired by the eponymous coast, the brewery creates a link to its home region, which is further emphasised by the "Naturally from MV" regional label.

Lübzer Küsten Hell
© Carlsberg Deutschland Gruppe
Source:  Company news

With average annual growth of 4.3% in eastern Germany, the pale beer segment is showing clear growth momentum in a declining beer market overall. Contrary to the general market trend, pale beer is continuously gaining in importance and holding its own on the market. With its new product "Lübzer Küsten Hell", the Lübz brewery is addressing this issue and is entering a segment previously dominated by Bavarian brands with a Nordic-style pale beer. The company is thus creating a light beer range with regional relevance that fits seamlessly into the Lübzer brand philosophy, which focuses on carefree, sociable moments away from everyday life. In addition, Lübzer is addressing a broader target group with Küsten Hell: the easily accessible beer appeals not only to a male target group but also to the taste preferences of female consumers who prefer milder and less bitter beer styles.

Regionality in and on the bottle
With Küsten Hell, Lübzer is increasingly focussing on regionality: inspired by the picturesque coastal region that gives the beer its name, the bottle design also features subtle allusions to the striking landscape of Mecklenburg-Vorpommern. The Nordic, mild, golden-coloured pale ale with an alcohol content of 4.9% vol. impresses with a balanced ratio of hop and malt flavours and offers refreshing, uncomplicated enjoyment - perfect for carefree and sociable moments, whether on the coast, out and about or at home. Brewed with selected raw materials and water from the brewery's own deep well in Lübz, the new light beer epitomises the coastal region.

"With Lübzer Küsten Hell, we are delighted to offer a regional pale beer that skilfully combines Nordic freshness with regional identity. With our new product, we are once again expanding our brand portfolio with a characteristic beer. We deliberately chose the name Küsten Hell to emphasise our origins and our regional ties," says Bastian Pochstein, Managing Director of Mecklenburgische Brauerei Lübz. The regional label "Naturally from MV" on the back of each bottle also indicates the origin of Küsten Hell. Lübzer plans to gradually extend the regional label to its entire portfolio of bottled beers. The regional label developed by the state stands for products from Mecklenburg-Vorpommern that are characterised by naturalness, craftsmanship and innovation. At a time when regionality is becoming increasingly important, it helps consumers to make a conscious purchasing decision.

The new launch of Lübzer Küsten Hell will be supported by a comprehensive communication campaign from April to August. This includes PR and social media measures, POS placements and new product sampling at relevant touchpoints. There will also be an encore promotion in stores from April to May: When you buy a crate of Lübzer, you will receive a 0.33 litre special bottling of Küsten Hell for free. In addition, a wide-reaching OOH poster campaign in eastern Germany will support the new launch. The campaign interprets the classic beer garden in a new way: Typically North German and refreshingly uncomplicated. The idyllic coast of Mecklenburg-Vorpommern takes centre stage, with scenes of carefree moments with friends enjoying a Küsten Hell on the beach.

The new Lübzer Küsten Hell will be available in stores from 1 February, both in 20 x 0.5 l crates (RRP €16.99) and in individual bottles (RRP €0.85). For the catering trade, Lübzer Küsten Hell will be available in 30-litre steel kegs. In addition, there will be a 40 x 6 x 0.5 litre display for retailers to create visibility for the new product and generate trial purchases.

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