Keller beer is more popular than Zwickel beer
News News blog
In addition to the well-known types of beer, there was hardly a beer shelf without Zwickelbier in 2023 in Germany. According to a kvest.com study, 65 per cent of respondents have tried Zwickel, Keller or unfiltered beer - these three terms are just different names for the same type of beer. Among those surveyed, the term "Keller beer" came out on top with 65 per cent, followed by "unfiltered beer" with 60 per cent and "Zwickel" with only 45 per cent.
Keller beer is also rated significantly better than Zwickel beer in terms of attention, interest and purchase intention. The ratings for Keller and unfiltered beer, on the other hand, are comparable and show no major differences.
There are also differences in the optimum price - Zwickel beer can achieve maximum sales with a retail price of 0.89 euros. For Keller beer and unfiltered beer, buyers pay up to 0.99 euros per bottle.
The beer type designation therefore has a relevant influence on the perception of the overall product. For example, the term "Keller beer" is much better received by the respondents than "Zwickel beer". This is important for breweries to recognise, as the right choice of name determines attention, interest, purchase intention and sales price.
