Germany’s market leading brewery Krombacher has rolled out a limited number of its exclusive ‘naturally cloudy’ Kellerbier kegs to the UK On-trade for spring.
Reacting to the consumer demand for unique beers styles and naturally hazy beers, the precious Kellerbier will be launched and showcased on importer Morgenrot’s stand U202 at the Casual Dining Show from the 22nd – 23rd February.
Krombacher Kellerbier is an unpasteurised, naturally cloudy and carbonated speciality brew, which is made by adding young beer to matured beer during the fermentation process. A treasured recipe from Krombacher’s select Brautradition portfolio, Kellerbier was traditionally reserved for Master Brewers, who sampled it for maturity and quality, direct from the cask.
Krombacher Kellerbier (5.1%) – this Master Brewer’s delicacy is amber in colour with a fine, pored, medium head. Lightly yeasty at the first taste, the aromas of the fermentation cellar become apparent as the tiniest bubbles exploding flavour across the mouth leaving a hint of bitterness on the palate.
Exclusively available via importer Morgenrot in 50 litre kegs, the seasonal launch is being supported with social media, stylish POS and limited edition 2/3 pt Krombacher Brautradition glassware.
Stephan Kofler, Krombacher UK Sales & Marketing Director, said:
“The appetite for naturally cloudy beers has boomed in recent months so we’re thrilled to be unleashing this master brew on consumers this spring. Where as in the past a cloudy beer would raise eyebrows, this definitely isn’t the case anymore as the consumers continue to experiment with and enjoy unique, well-crafted beer styles. We think our latest launch will be a big hit in pubs and bars up and down the country.”
The largest brewery in Germany and the biggest family owned and operated brewery in Europe, Krombacher beers have been produced exclusively in Krombach since 1803 according to the German Beer Purity Law of 1516. With sixty glasses of Krombacher drunk every second in Germany and its Pils being enjoyed more than any other Pilsener, it’s no surprise the brand is seen as the authentic taste of its homeland.
Relying on artistry, experience and above all the passion, 55 Master Brewers ensure no corners are cut in their pursuit of perfection. Combining time-consuming methods of the traditional German brewers’ art with state-of-the art technology, the brewery only uses 100% natural and wholesome ingredients including the finest two-row summer barley, Siegel hops from Hallertau and its own specially cultivated yeast. For the precious water, Krombacher beers benefit from the local Felsquellwasser® found in 48 wells within 3km of the brewery. The special water is especially soft and low in mineral content making it perfect for brewing.
First imported into the UK in 1987, the Krombacher brand has a long relationship with the UK consumer, especially in the ON-trade. The Krombacher Drinks UK Ltd. Sales Agency was set up in September 2014 with the aim of becoming a major player in the UK super premium world beer category.
With three full time members now on the ground driving new business, running activation initiatives with accounts and supporting the nationwide sales reps of importers Morgenrot and Oakham Ales, the brand has achieved consecutive year on year double digit growth for the last five years with 2016 seeing the brand grow by 14%.
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