Erdinger and Jürgen Klopp highlight how wheat beer should be served
Erdinger Weissbräu has reminded wheat beer drinkers of the importance of both yeast and a foamy head by sharpening the focus on its serve.
Erdinger, which is distributed in the UK by Carlsberg-Marston’s, admitted that the brand activity has been launched in an effort to increase awareness of beer quality as well as drive demand for its beer across the UK on- and off-trade.
Erdinger Weissbräu marketing director Wolfgang Kuffner said: “Wheat beer needs a big foamy head to help retain its freshness and soften it in the mouth to give a smooth taste”.
He added: “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.”
The campaign, which runs from the start of May, will include TV, digital and out-of-home activation as well as the brand’s first foray into cinema advertising. The activity will additionally be supported by an updated website for the brewer which aims to highlight the perfect pour and a search function to help wheat beer fans find places that stock Erdinger beers.