Fresh design, same recipe - Oberbräu Hell reinterprets its Bavarian brewing tradition

With the redesign of its Oberbräu Hell, the Haus Cramer Group is focussing on a modern interpretation of the Bavarian art of brewing. Just in time for the light beer season, the beverage group is softening its focus on tradition and homeland and moving into the visual world of modern lightness - with a chamois as the central design element.

"The chamois as a central design element symbolises new beginnings and adventure and appeals to a young target group that values enjoying beer in a relaxed and informal atmosphere with friends," explains Andreas von Grabowiecki, Marketing Director of the Haus Cramer Group. The new design with its modern twist of beige, light and dark blue remains true to the colour codes of the Hell brand world. The contemporary, uncluttered look in combination with familiar coding sets the Oberbräu brand apart from the typical Bavarian competition and at the same time positions it perfectly in the Hellbier market.

The same applies to its over 400-year-old brewing tradition. "We haven't changed anything in the recipe for our mild, tasty pale ale. For this reason, we deliberately decided to emphasise the brewing process 'according to old tradition' on the belly label," explains von Grabowiecki. "It is important for us to emphasise that we are not launching a new product, but rather developing our popular Oberbräu Hell in a contemporary way in order to stand out from the crowd of light beers." The new outfit is an investment with a future, as the light beer category has established itself as the second strongest variety on the German beer market in recent years.

Oberbräu Hell in the new design is now available to retailers in 0.5-litre Euro bottles in 20 x 0.5-litre crates and in 6 x 0.5-litre open baskets. To mark the launch of the new look, 5+1 promotional packs will be available in stores: When you buy the pack of five 0.5-litre Euro bottles, you get a glass in the limited edition design for free. In addition, the 0.33-litre brew bottle is available in a six-pack and 4 x 6 x 0.33-litre crates. Gastronomy customers can also obtain the mildly tasty pale ale for their guests in 30 and 50 litre kegs.

As part of the introduction of the new design, advertising materials and equipment for retailers and the catering trade will also be successively changed.