Jurgen Klopp backed beer brand goes to number one in UK

German beer brand, Erdinger Weissbier, attributed its ‘rise to fame’ to its strong marketing campaign that features brand ambassador Jürgen Klopp.

The beer brand, which recently become the number one imported wheat beer in the UK, challenged established players in the market with its ‘Never Skim an Erdinger’ campaign.

The focus of the ‘Never skim an Erdinger’ campaign was on the enjoyment of the foam on an Erdinger, which was convincingly conveyed by Liverpool manager Jürgen Klopp.

The campaign was delivered to craft beer drinkers and football fans through a targeted mix of video-on-demand, out of home and digital media placements.

READ MORE: Lucky Saint launches new alcohol-free beer in Tesco stores

A second treatment also ran to congratulate Klopp on the back of his Premiership title success, including an ad-funded documentary with Channel 4 following the life and career of the German football icon.

“Since the launch of our Never Skim an Erdinger campaign in the UK, Weissbier sales have gone up more than 62% (versus a category growth of just 12.5%), despite Covid and trade restrictions,” Erdinger spokesman Daniela Martens said.

“Moreover, our achievement of becoming the highest-selling wheat beer brand in the UK has come within just two years of launching our advertising campaign.”

“We worked with MediaCom to plan the carefully curated rollout, not only capitalising on Jürgen’s strong following both in the North West and nationally but to reach audiences in the most authentic way to drive impact.”

Click here to sign up to Grocery Gazette’s free daily email newsletter



Leave a Reply

Your email address will not be published. Required fields are marked *

Fill out this field
Fill out this field
Please enter a valid email address.



Sign up to our daily newsletter to get all the latest grocery news and insights direct to your inbox.

  • This field is for validation purposes and should be left unchanged.