Null Bock - Einbecker Brauhaus presents its first alcohol-free bock beer - for more light-heartedness in everyday life

As the inventor of bock beer, it was only natural for the Einbecker Brauhaus to continue the tradition. Without Einbeck, there would be no bock beer - and now no “Einbecker Null Bock”. The timing could hardly be more appropriate: More and more people are discovering non-alcoholic beer enjoyment as a tasty alternative - not just during “Dry January”, but all year round. For “Einbecker Null Bock”, the choice quickly fell on a favorite: the strong, dark Urbock type as a base. The Einbeck master brewers have succeeded in preserving the sweet, roasted aromas of malt, chocolate and vanilla through gentle dealcoholization. The pleasure is crowned by the characteristic mahogany color, which makes the beer a real eye-catcher. (Explanation: In German the saying "Null Bock" means that you do not want to do something, such as Null Bock auf Arbeit (you do want to work) - Null means zero, so it also refers to the alcohol content of 0%.).

“Null Bock” - the name says it all
The name “Null Bock” is not just a tongue-in-cheek homage to the non-alcoholic concept, but also a statement: “Of course we're really in the mood for our new product, and our consumers certainly will be too,” explains Marc Kerger, CEO of Einbecker Brauhaus AG. “But what we're really not in the mood for - and I'm sure many people are - is stress and a bad mood.”

With “Einbecker Null Bock 0.0”, the brewery is setting an example: No worries today. Zero desire for crises. Zero desire for excessive demands. A call for more light-heartedness and relaxation in hectic times. “Having zero energy doesn't mean doing nothing - it means being more aware of how you use your energy. “It's not a weakness, it's a superpower!” says Kerger.

Humorous campaign for the launch
The launch will be accompanied by a creative “Null Bock” campaign that hits the nerve of the times in a humorous way. Authentic anti-predispositions and witty “Today null Bock on...” memes skillfully showcase the topic on social media, at the point of sale and in restaurants. Surveys of passers-by in pedestrian zones in Einbeck's core area of southern Lower Saxony and competitions - including a prize draw for relaxed “Null Bock” days - round off the campaign.