Warsteiner Launches Brand Refresh for U.S. Consumers

Image: Warsteiner's fresh new look

Warsteiner is enhancing its brand to appeal to a growing global audience while still honoring its rich brewing heritage. Starting June 2017, fans in the United States will begin to see the brand’s fresh look where Warsteiner is sold and served.

“Imports, and more importantly German imports, are outpacing craft beer sales in the U.S.,” said Laura Sprengard, brand manager for Warsteiner USA. “Consumers are looking for a high-quality and authentic beer that delivers a consistent taste every time.”

The changes include a refreshed logo with a more attention-grabbing font to enhance product visibility on the shelf. Within the round logo, Warsteiner’s signature claim – “The One and Only” (“Das Einzig Wahre”) – and its founding year are displayed alongside the traditional crown.


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The bottle label and packaging more clearly identify the beer types (Premium German Pilsener, Dunkel and Oktoberfest Special Edition) and include quality and taste attributes to help consumers select their favorite from Warsteiner’s premium line of beers.

“The beers that defined our success for more than 200 years are being placed at the forefront of our brand,” said Sprengard. “We aren’t changing who we are, or more importantly, the beer we make. But we are trying to tell a better story and encourage U.S. consumers to experience what good German beer tastes like.”


The Warsteiner Brewery

Warsteiner Brewery, founded in 1753, is one of the largest private breweries in Germany. Its flagship is the WARSTEINER Premium German Pilsener brand, one of the most popular beer brands in Germany and the world’s No. 1 imported premium pilsener among German private breweries. The Warsteiner Group owns interest in König Ludwig GmbH & CO. KG Schlossbrauerei Kaltenberg (König Ludwig Weissbier, König Ludwig Dunkel). The Warsteiner Group sells its products in more than 60 countries worldwide. More: http://www.warsteiner-usa.com.

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