Erdinger and The Anfield Wrap: next phase of consumer campaign featuring Jürgen Klopp

The deal with award-winning fan media organisation, The Anfield Wrap, sees Erdinger Weissbräu as the lead partner of their new five-episode documentary series named “Jürgen”.

It includes 35 feature-length, one-on-one interviews from across four different countries with The Anfield Wrap speaking to those who know the German manager best – including Steven Gerrard, Adam Lallana, Sir Kenny Dalglish and many others close to him. The first three episodes were released before Christmas and a further two will be released in March.

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Felix Durchdewald, Head of Sales & Marketing at Erdinger Weissbräu said “Since Jürgen Klopp was announced as an Erdinger ambassador in 2020, the association between the two has become firmly established. Many consumers have been engrossed in the campaign that has encouraged people to "Never Skim an Erdinger" and not to forget the "Best Bit" and this has translated to robust sales in both on and off-trade.

“The campaign has highlighted Erdinger Weissbräu’s pursuit of quality, driven awareness of the ideal pour for a wheat beer and has contributed to Erdinger being named #1 imported wheat beer in the UK off-trade,” said Felix. “With the playful instructions shared by Jürgen and his enthusiastic bartenders in the original adverts a team of new fans have taken the beer and its perfect pour, including swirling the bottle to collect all the yeast before pouring, to their hearts. A new pack format of 4x330ml bottles has been introduced into the UK with the original listing in Sainsburys now extended to selected Tesco stores from March 2023. This follows achieving #1 status in rate of sale in their respective off-trade categories for Erdinger Weissbier and Alkoholfrei, with the former gaining most share in the speciality beer category.

“The partnership with The Anfield Wrap is a perfect match that sees the two businesses align with Jürgen, with all three being driven by passion, determination and a desire for success. The level of perfection and passion that The Anfield Wrap has shown in producing this docuseries correlates very closely with how Erdinger Weissbräu produces its beers.”

Craig Hannan, Head of Brand and Marketing at The Anfield Wrap, said: “This is The Anfield Wrap’s most ambitious work yet and we were only ever interested in working with a partner that aligned with the project and our brand. Erdinger Weissbräu ticks those boxes.

“From the strategy to the creative, everything within this project has been produced in-house at The Anfield Wrap. But having the support of Erdinger Weissbräu helps scale up our plans and ideas and we are really excited about what we’re about to achieve with them, both in the UK and across the world as there is a real synergy between both brands.”

Erdinger branding features on all five episodes of the new documentary series and the brands will work together on brand marketing activity and collaborative events in England and Germany.