Now also mild to go: Veltins Helles Lager in a can

Following the successful product launch of Veltins Helles Lager in the 0.275-liter branded bottle last year, the C. & A. Veltins brewery is now also launching the popular, quaffable, mild beer enjoyment in cans. From June 2025, Helle Lager will be available nationwide in the handy 0.33-liter can - as a single can and in a practical six-pack. “We see a clear trend towards cans - they not only expand the range of uses, but also fit perfectly with an active lifestyle,” explains Stefan Wiesmann, Marketing Director of the C. & A. Veltins brewery. “With the launch, we are specifically addressing a young, urban target group that values spontaneity, design and uncomplicated enjoyment.”

In recent years, the 0.33-liter can has established itself as a relevant container in the growing can market; it is shaping the status quo in the lager segment in particular. With its compact and flexible format, it strikes a chord with a young target group - and at the same time opens up access to new consumers. “The small, handy format in particular ensures additional relevance - it's perfect for enjoying a mild beer on the go,” Wiesmann continues. The modern can design, eye-catching and featuring brand elements from the Veltins coat of arms such as the chalice, crown and blossom, ensures a noticeable buying impulse on the shelf and in the promotional store. Under the motto "New beer? Try it mild!", the Helle Lager invites consumers to discover the mildest Veltins of all time.

The pack launch is supported by extensive activation measures such as eye-catching displays at the POS and social media campaigns. This makes the new pack a real summer highlight - mild, modern and right in the middle of it all.

Veltins Helles Lager is a bottom-fermented, filtered full beer which, unlike many international lagers, is brewed exclusively from water, malt, yeast and freshly harvested hops in accordance with the German Purity Law. In line with the Veltins brand philosophy, industrial hop extract was deliberately avoided. Introduced in the striking green 0.275-liter branded bottle, the high demand is a clear sign that the international variety trend is meeting with a great response in Germany.