Product innovations, a design relaunch and a greater focus on younger target groups are setting the course for the future

New in 2024: Lager, Lager Alkoholfrei 0.0, Helles and Barrel Bock

The fresh, light newcomers to the range, Einbecker Lager and Einbecker Lager Alkoholfrei 0.0, which were both launched in summer 2024, are emblematic of Einbecker Brauhaus' strategic realignment: reaching new target groups, taking their consumer needs into account and fulfilling them even better. With the other new products Einbecker Helles vom Fass - exclusively for the catering trade - and the premium product Einbecker Barrel Bock for the Christmas season, four new products will be launched on the market that together appeal to all Einbecker target groups and at the same time reflect all growth categories in the beer market.

A new design for Einbecker is coming in 2025

In the course of 2025, the Einbecker brand will present itself in a new, clear design that reflects modernity and tradition, origin and future in equal measure. The new look is part of a long-term transformation of the company, in the course of which the mission statement and corporate values were also defined: A sense of home, determination, appreciation and sustainability. After all, the signs are pointing towards change and further development, not only visually, but also within the company itself.

Strengthening regional ties through the malting barley program and expansion of the subsidiary

At the same time, Einbecker Brauhaus is underlining its regional ties and responsibility: in the “Regional Malting Barley” program, it cooperates closely with farmers from the core sales region of southern Lower Saxony. They have been growing spring barley for Einbecker for years. This cooperation is now being further expanded and intensified. The company's own GFGH has not only been renamed from “Einbecker Getränke” to “Hanse Drinks & Concepts”, but also offers modern logistics management and even more services for its customers from the region at the new location.

Nörten-Hardenberger inspires new target groups with new image campaign

Nörten-Hardenberger, affectionately called “Nörti” or “Nörten” by its fans, has also set the course for rejuvenation. The beer with its iconic retro look is attracting attention with its current campaign “Everything else is not normal”. With a clear focus on students and trainees, the regional brand is being revitalized - both “on the ground” with posters, competitions at the POS and Späti pop-ups as well as digitally via a new Instagram accountt and soon a “Nörti-WG” on TikTok. Even more exciting: in 2025, a new product will be introduced that was chosen by the fans themselves and ideally complements the range of Pils, Zwickl, Export and Bock.

Origin and future are Einbecker's driving force

“Einbecker is one of the most important breweries in the country in terms of beer history and is known beyond the region, even internationally, thanks to its bock beer specialties. This unique expertise will always be part of our brand identity. We also want to offer our new target groups attractive beverages that are increasingly geared towards their consumption needs. Origin and future are the driving forces behind our work,” explains Marc Kerger, the new CEO of Einbecker Brauhaus since October 2023, which will celebrate its 650th anniversary in 2028.