One Helels please! REWE launches new own beverage brand
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The food retailer REWE wants to reach for the stars with a new own brand. The name is: Kosmonaut. The first product is - in keeping with German Beer Day on April 23 - a Helles. The Kosmonaut beer is available exclusively in REWE stores from Rügen to the Thuringian Forest. It is brewed in Zwickau by the Mauritius Brewery, which was founded in 1859. The Day of German Beer dates back to the proclamation of the Purity Law on April 23, 1516.
A quaffable trend drink
Helles has been one of the few types of beer to experience an upswing in recent years and has become a trendy drink. It is a bottom-fermented full-bodied beer with a balanced taste of malt and hops. It has its origins in Bavaria, where it was brewed for the first time in 1894.
“We deliberately opted for a Helles. The beer style in combination with the very attractive price gives our Kosmonaut a unique selling point among the competition,” explains Stefan Hörning, Chairman of the Management Board at REWE Ost. “We developed Helles together with the private brewery Mauritius in Saxony. The result is a drinkable, less hoppy beer with a full flavor.” Kosmonaut is available as a single bottle and in a 20-bottle crate in hundreds of REWE stores in Saxony, Saxony-Anhalt, Thuringia, Brandenburg, Berlin and Mecklenburg-Western Pomerania. Why exactly there? REWE is divided into several sales regions, one of which covers the east and north-east of Germany.
Further expanding reusable packaging
With its new own brand, the food retailer is deliberately focusing on reusable glass bottles. The retailer's entire range of beverages consists of 60 percent reusable bottles. For its Kosmonaut beer, REWE uses the widely used NRW type bottle made of amber glass for optimum return to the reusable system. According to the Federal Environment Agency, returnable glass bottles can be refilled up to 50 times.
REWE is loudly promoting its new own beverage brand Kosmonaut with slogans such as “Helles from another star” and “A small price for humanity”, its own website (rewe-kosmonaut.de) and social media profiles on Instagram, Facebook and TikTok. “Kosmonaut has already proven in the first few weeks that it is exactly the right product for our region,” says Florian Sörensen, Head of Sales at REWE Ost, drawing a positive initial balance.
