Wheat beer brewery Erdinger Weissbräu has unveiled the latest phase of its ‘never skim an Erdinger’ campaign featuring brand ambassador Jürgen Klopp.
The campaign sees the much-anticipated return of Klopp ordering his favourite Erdinger Weissbier, reinforcing the importance of the beer’s foam, which looks irresistible and demonstrates the quality of the Erdinger Weissbier. The creative then broadens the conversation to reference the Best Bit which makes an Erdinger so special that it is now the number one imported wheat beer in the UK.
“Jürgen Klopp personifies the pursuit of excellence that we strive for in every Erdinger Weissbräu beer. By coaching the bartender to ‘never skim an Erdinger’ in our first campaign together, he helped people understand that wheat beer needs a big foamy head to help retain its freshness and soften it in the mouth to give a smooth taste. Our latest collaboration sees Jürgen revisiting The Dovedale Towers pub in Liverpool to enjoy a glass of Erdinger Weissbier but this time it is the bartender who stresses how important it is not to forget the yeast – the Best Bit,” Wolfgang Kuffner, Erdinger Weissbräu marketing director, said.
Kuffner added that the 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, 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,” Kuffner explained.
With its gently spicy, lively, and harmonious taste, Erdinger Weissbier is best served between 7 and 9°C, so should be kept in the fridge and ready to drink, allowing the bubbles in the foam head to leave a delicious tingling sensation on the tongue.
The campaign has been developed to increase awareness of the quality attributes of Erdinger beers and drive demand in the UK on- and off-trade. Activation will run across media including TV, digital, out of home and, in a first for the brand, cinema advertising. It is supported by an updated website which includes more information on the Best Bit, details of the perfect pour and an interactive ‘beer finder’ stockist search.
Since the launch of the original campaign in Spring 2020, Erdinger said they have seen year on year improvements in distribution and rate of sale and is the number 1 imported wheat beer across all channels and the number 1 wheat beer in the UK off-trade.
Erdinger brand portfolio, headed by Erdinger Weissbier, also including Dunkel, Pikantus, Alkoholfrei and Alkoholfrei Grapefruit, is distributed in the UK by Carlsberg-Marston’s Brewing Company.
