From Anselm Waldermann The conventional Tannenzäpfle beer from the Black Forest has in major German cities cult status. In part, the brand doubled its sales there - and that without advertising. Will expand its brewery only their silence. The storm is the Board slow too much.
Hamburg - "The most beautiful country in Germany Gau'n, Badner this is my country." With this verse from the Baden-song begrßt the Rothaus the visitors to its website. "It's so wonderful to look at and rests in God's hands", says the anthem.
DPA
Tannenzäpfle (Special 50th Anniversary Edition): The beer brand is therefore aware of calm. The company sees this as the reason for its success. With the rest, however, it is Rothaus now over. The brewery from the high Black Forest is rapidly growing: A few years ago, it still sold 750,000 hectolitres a year, today there are more than 900,000. And at a time in which a total of fewer and fewer Germans drink beer - since 1991, the nationwide consumption by 20 percent.
Whatany other manager in high spirits would see in Rothaus but with mixed feelings. More and more growth will certainly not go, says Executive Thomas Schäuble: "The kann'sch nit each year." Of course, is Rothaus against a higher sales "not defend," he says. "But we do not push it."
promotions or discounts are available for the brewery therefore taboo. Even advertising the company switches. "We do not want a Fernsehbier," said Schäuble.
Stop the brewery was still unable to grow. Rothaus is long because of the Black Forest is also known, especially in Germany's major cities, the beer cult status. Were there in Berlin 15 years ago just two bars, the Rothaus are served, there are now more than 100 Similarly, in Hamburg, Frankfurt or Munich. In Cologne is Rothaus Pils even at number two for Bitburger aufgestiegen. Spring water from 1000 metres above sea level Around ten percent of their total sales, the brewery sold outside Baden-Wuerttemberg, some of it comes here on annual growth rates of 100 percent. Especially young people are the ones who drink the beer: Exile-Baden, in the stranger preserve a piece of home. "We look forward to each new customer," said Schäuble. "But we must our home market is not negligible."
Rothaus is a remote district of the municipality Grafenhausen, well one hour away from Freiburg. The road, the high here, idyllic winds through pine forests, oncoming traffic motorists rarely encountered. Only now and then a red kurvt beer truck over.
visitor center, the brewery its guests a modern film: crystal clear springs, misty valleys, meadows blooming - the message is clear: Black Forest and Rothaus are easy.
Rothaus is the highest brewery in Germany. 1000 meters above sea level wins its own water from seven sources. Beer connoisseurs praise for his very soft water. The malt comes from the region, the Lake comes from the hops. In addition, a high Rothaus stem seasoning, it was for a beer süddeutsches unusually harsh. "With beer brewing can be a lot of money if you do not make so many silly," said Schäuble. Trend beers with strawberry-kiwi or taste for it would at least not in question. The brewery is part of the state of Baden-Wuerttemberg the brewery was founded in "On the red house" 1791 from the nearby Benedictine monastery of St. Blasien. According to the People's mouth, the monks wanted their beer with the black forests abgewöhnen the brandy beverage. 1806, the brewery in the possession of the Grand Duchy of Baden. As his successor, it now the state of Baden-Wuerttemberg - and is one of the few state-owned enterprises, the profit. Recently, there were 17 million euros, the Rothaus as a dividend transferred to Stuttgart. Grßeren your recent credit, the brewery 1922, investment funds exclusively from the Ersparten.
Two years ago Schäuble - former CDU interior minister in Stuttgart and brother of the Federal Interior Minister - the CEO of the brewery appointed. Critics said was a "supply items" and "black felt." Finally, had the avowed wine drinker has no experience in brewing. Meanwhile, the criticism of recovery. In paragraph which did not cause any debate.
sales hit the brewery is the brand Tannenzäpfle, a Pils from the 0.33-litre bottle. The label emblazoned biederes a Black Forest girl in costume, surrounded by spruce cones. Rothaus fans gave the advertising icon in the name Biergit force - badisch for "beer there." Meanwhile, there are Biergit even real: In last summer was the Schwarzwälderin Christina Berthold officially as "Miss Biergit". Further expansion is excluded Moremarketing failed to Rothaus, however. Thus, the company has the label of the 30 years since Zäpfles not be changed - in the eyes of advertising strategists actually a serious omission. For customers, however, the unaufgeregte appearance: "They believe us because we consistently," said Schäuble. "The people long for home and roots. We offer security in a crazy world has become."
With this philosophy is a further expansion on a grand scale. "Actually we would be ripe for the rise in the Bundesliga," said Schäuble. "Then we would lose our identity." If Rothaus would still continue to grow, there must be a second brewery "somewhere down in the valley" aufmachen, said Schäuble. "Then our image would be broken."
225 people are currently working in Rothaus, often in the second or third generation. The brewery in the region is a popular employer, the company regularly pays 14 monthly salaries, depending on the earnings were sometimes 15th
Onlyfor managers has Schäuble young worries. Not because there are no qualified people there. The problem is rather their wives who refuse to move. "At 1000 metres altitude the weather is just a little rough," he says. And as hear the fun for many but then - for all love to the homeland.