Exotic newcomer: Wernesgrüner is the first German beer brand to brew a natural shandy with a passion fruit flavour

After the recent repositioning with a design relaunch, Wernesgrüner is now strengthening its beer range with a unique taste experience that awakens nostalgic feelings and promises fruity sales potential for the trade and gastronomy. The exotic passion fruit was then as now a particularly popular flavour in the eastern German states. With its new design and the authentic neighbourhood campaign "More connects us", the brewery is already expressing its deep roots in its eastern German home region and is now picking up on the modern eastern German attitude to life for the first time in its flavour profile: An authentic beer from here, brewed in the heart of Saxony. The new Wernesgrüner Natural Shandy Maracuja thus fits in perfectly with the new brand identity.

The new variety clearly prevailed over six other flavours in an independent market research. As the test winner, Wernesgrüner Naturradler Maracuja impressed all participants equally - young and old, avowed Wernesgrüner fans and non-users alike. This is where tangy passion fruit lemonade and fine-tart Wernesgrüner Pils Legend come together as a refreshing beer mix. With an alcohol content of 2.0 % and a fruit content of 5.0 %, the new Naturradler variety hits a (taste) nerve: 86 % of those surveyed would buy Naturradler Maracuja; they were particularly convinced by the pleasantly sour note of the new beer mix.

It's all in the mix!
From May to July, the product launch will be accompanied by a wide-reaching media campaign: In addition to large-scale posters in the south-east region, Wernesgrüner will also advertise on social media. Various ad formats will generate attention on Facebook, Instagram and YouTube. In addition, attractive trade displays as well as promotion and sampling campaigns at the POS, in the gastronomy and at highly publicised events in the home region will ensure impulse purchases and tasting contacts. For example, a bottle of Naturradler Maracuja will be given away for free with the purchase of a crate of Wernesgrüner.
The new Wernesgrüner Natural Shandy Maracuja will be available from the beginning of February as a 0.5 l bottle in the 20 x 0.5 l crate (RRP 15.99 €) as well as in the 6 x 0.5 l Bottlemaster.