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It always tastes of home

We’ve found something again. And we were so pleased with it that we want to share it here with our readers: a rediscovered article about the Erdinger Weißbräu, which appeared in the 4/17 issue of the magazine. Here, however, unfortunately, we only have space for a summary of the article; you can read the full-length version in the magazine.

Whether it’s on a beach in Australia, in a pub in England or at a gas station somewhere in the USA: Erdinger Wheat Beer gladdens the hearts of beer-drinkers all over the planet, and has long since secured a place at the top of the wheat beer world rankings.

However, for all its international success, one thing is particularly dear to Erdinger Weißbräu’s heart: staying firmly rooted in the soil of its homeland and to preserving its time-honoured Bavarian wheat beer tradition. In order to do full justice to its own philosophy and nonetheless reinforce its status as the world’s market leader (and if possible to upgrade it, of course), the privately owned brewery has developed a strategy for success: the company firstly strengthens its brand – and secondly keeps coming up with innovative ideas. Last year, for example, it has expanded its product range to include two alcohol-free wheat-beer-based mixed drinks in lemon and grapefruit flavours.

But the market is demanding not only new varieties, but also a greater degree of diversity in terms of packaging. This trend is being significantly driven by exports, which at 15 per cent constitute a relatively high proportion for the wheat beer segment. In order to keep pace with these increasingly stringent requirements in the future, Erdinger decided to completely replace its kit, some of which was up to 30 years old.

The order was green-lighted at the beginning of 2015 – and it quickly became evident that the specified goals and the agreed time schedule augured a very demanding project. Because the modifications all had to be carried out while bottling operations were still ongoing – only two short years later Erdinger Weißbräu wanted its new lines to be up and running. Erdinger and Krones joined forces to meet all these requirements in a detailed master plan.

Stringent stipulations

Krones had some exceptionally tough requirements to meet: Erdinger was not prepared to settle for the standard kit – but always wanted a bit more than what the market’s actually accustomed to. Which is why the brewery is now operating the two most flexible packaging systems that Krones has ever built. This is primarily due to the needs of the export markets, for which the brewery produces not only the crates usual in Germany, but primarily various small packs, which for transportation have to be packed in their turn into crates or cartons.

From Erding out into the wide, wide world

The machine operators at Erdinger were brought on board while the lines were being installed, so as to already familiarise them with the new technology. Krones’ service technicians answered every question and provided valuable tips on how to handle the machines. This was particularly essential for those machine types that Erdinger had purchased from Krones for the first time. In addition, the company had its staff trained at the Krones Academy.

As you can see, Erdinger Weißbräu takes care of its people. This paternalistic character of the family-owned brewery has been successfully retained although the company has meanwhile joined the ranks of the global elite. And so there’s one thing that makes the people at Erdinger particularly proud: wherever in the world “its” wheat beer is enjoyed – it always tastes of home.

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