India’s Love for German Brands
German brands have always been known for their quality and have enjoyed an excellent reputation among the Indian consumers. From a simple Nivea face cream to a complex BMW car, products produced in Germany are loved and appreciated within a large group of consumers in India.
With increasing globalization, India has become a lucrative market for International (especially German brands) to invest and expand in the Indian market. India has emerged as one of the strongest economies in terms of global brands entering the market in past two decades. Increasing disposable income of the middle class group, change in the buying preferences and emergence of social media has acted as a strong medium for brand promotions. This has been a catalyst for foreign brands to sell their products/services to the Indian consumers.
Germany offers a wide range of brands for the global market and covers areas like personal care, automobile, engineering, food and beverage, pharmaceuticals and many more. This doesn’t just portray how strong the German economy is but it also tells us how the whole world dependent on the German brands. If we talk about some popular German brands which have made their marks globally, BMW & Audi have emerged as one of the elite and reliable automobile brands, Adidas & Puma have placed themselves in sports apparel industry and many other brands which we have now become used to.
Indian buyers associate German brands with quality. According to one study, Indian consumers with the gross monthly income between Rs. 18,000- 42,000 and above prefer and love German brands. Brands like Adidas, BMW, Bajaj Allianz & Mercedes-Benz are among the most famous brands in India. German products aren’t just known for their “Made in Germany” tag but also for their high durability and innovative design. This surely adds on to the cost of the product/service offering and makes it relatively expensive for the Indian consumer. This is mainly the reason why German products in India fall into the category of “high prestige” products and are usually owned by upper income groups as a status symbol.
As all other German brands I mentioned above, St. ERHARD is one of them. It doesn’t just rely on the fact that it’s “Made in Germany” but also portrays its premium quality and great taste of German beer. We in the near future want to become the favorite German beverage for Indian consumer. We at St. ERHARD want to bridge the gap between two nations by adding one more premium brand to the wide category of the brands representing German quality and culture.
Beer Styles in Franconia
If one talks about a beer region in Germany, only Bavaria comes in our minds. The southern part of Germany holds half the amount of the country’s total number of breweries which amounts to over 1200 breweries. Half of these breweries are located in the Franconian region, especially in Upper Franconia also known as ‘Oberfranken’. The residents living in Franconia majorly divide the area into two parts: Wine-Franconia and Beer-Franconia. Lower Franconia is famous for its wine, whereas Upper Franconia is known for its beer. This beer region is home of almost one hundred breweries brewing several types of beer according to the ancient traditions and brewing culture.
Bamberg especially is known it’s famous Rauchbier (smoked beer) which is one of the many other famous beer types. Different types of malts are used for the brewing. The malt is smoked over a beach fire to give a smoky flavor to the beer.
Beer can be further classified into following types when we talk special brews of Franconian breweries. Lager or Helles is generally pale, malty with a strong hoppy flavor. Pils beer is actually hoppy and light bodied. It’s surely hopped and malted extra in Franconia according to the taste of the beer drinkers. Dunkles is again heavily hopped but red-brown in color and tastes nutty & malty. Weizen is made from wheat malt and usually has high CO2 content in it. It’s actually top fermented and contains yeast which actually acts as an important ingredient for its manufacturing. Kellerbier is often unfiltered and is a version of a pale colored lager beer. However, St. ERHARD beer is a filtered Kellerbier which gives a clear look and makes it durable for export. Schwarzbier is black in color and is made with dark malts which are usually dry and roasted. However, there are many other brews which the tourists and the local people enjoy every day. Every beer has its own recipe with the specific malts and hopes used in the brewing process. Different companies in Franconia are specialized in their own beers and carry out their old traditions when it comes to the beer and food offerings.
Following the cultures and traditions of the whole Franconian region, we at St. ERHARD plan to portray this valuable custom through our beer in Asia and in other parts of the globe. Our Kellerbier is made out of finest ingredients and is malty in taste, taking into consideration the taste preferences of beer enthusiasts all across the globe. Our vision is to be one of the major synonyms of German and especially Franconian beer abroad.
Mit dem 1. Mai startet in vielen deutschen Regionen die jährliche Kirchweihzeit. Hier in Oberfranken nennt sich die Kirchweih „Kerwa“. Wie der Name schon sagt hat die Kirchweih – die Weihe der Kirche – ursprünglich einen religiösen Kontext. Die Kirchweih fand meist im Zuge des Festtags des Namenspatrons der jeweiligen Kirche fest und wurde von der ganzen Bevölkerung gefeiert. Um die Besucher zu unterhalten und zu verköstigen wurden um die Kirchweih komplette Feste organisiert. Durch Musikgruppen, Jahrmarktsständen, Imbissbuden und Festzelte angelockt besuchen die benachbarten Städter und Dörfler gerne die eine oder andere Kerwa. Dabei steht natürlich auch der Alkoholkonsum im Vordergrund. Traditionell wird auf einer oberfränkischen Kerwa natürlich Bier ausgeschenkt. Bevorzugt wird hierbei meist die nächstgelegenste Brauerei. Und die befindet sich bei der hohen Brauereidichte in Oberfranken spätestens im nächsten Dorf oder Stadtteil.
Eine der Hauptattraktionen einer jeden Kerwa ist das Aufstellen des Kerwabaums. Dieser mit einem Kranz versehene Baum wird von den weiblichen Bewohnern der Stadt oder des Dorfes zuerst mit Bändern, Luftballons, etc. geschmückt und dann von den männlichen Bewohnern aufgestellt. Diese Prozedur zieht sich meist über mehrere Stunden hin und auch dabei darf das Bier fließen.
Die wohl bekannteste und größte Kerwas im Bamberger Raum ist die Sandkerwa. Den Namen erhielt die Sandkerwa, da diese Kerwa sich von der Bamberger Sandstraße bis in die Innenstadt hinzieht. Sie findet jedes Jahr Ende August statt und zieht in den 5 Tagen (Donnerstag bis Montag) ihres Bestehens über 300.000 Besucher an.
Eine weitere sehr große Kirchweih ist die Bergkirchweih in Erlangen oder auf fränkisch einfach nur „Berch“ (der Berg) genannt. Die Bergkirchweih dauert mit 12 Tagen für eine Kirchweih verhältnismäßig lange. In dieser Zeit besuchen jährlich gut eine Million Menschen den Erlanger Berg. Diese Kirchweih ist so nach dem Oktoberfest in München und dem Gäubodenfest in Straubing das nach Besucherzahlen das drittgrößte bayerische Volksfest.
Eine Kerwa dauert hier in Oberfranken meist fünf Tage übers Wochenende von Donnerstag bis Montag. Die Kerwasaison zieht sich über mehrere Monate hinweg von Mai bis Oktober (teilweise sogar bis Dezember). Wer nun gerne eine Oberfränkische Kerwa im Raum Bamberg besuchen möchte kann sich auf www.kirchweihkalender-bamberg.de über die Termine informieren.
Beer Trend in India
A positive change in the demographics, an increase in the income levels and a substantial change in the spending patterns has turned India into a lucrative market for beverage companies. Changing lifestyles, age profile and also the modern lifestyle has been acting as a catalyst in promoting the alcohol consumption in the country. Beer and wine is one of the most consumed beverages all across the world. With a rising aspiration level and emergence of various foreign brands, Indian consumers are now becoming highly experimental with beer. They are always looking for a special and better taste when it comes to beer. Also Indian consumers (especially youth) have become brand oriented.
Indian beer industry has been growing since the past decade with a steady two-digit growth rate annually. The domestic production of beer and wine, both are on rise. Beer industry witnessed 12 percent increase in the domestic beer production. Indian market portrays high potential for all the beer beverage brands across the world; however, per capita consumption has to increase in order to give boost to the trade. Recently, there has been a change in the consumer buying preferences and the stores like The Beer Café and The Pint Room have started capitalizing on the same by bringing beer from different parts of the world under one roof. Idea is to cater to all beer enthusiasts in India.
St. ERHARD is indeed one of them and is representing the rich German beer culture in India. We are happy to be a part of this initiative where Indian consumers will get an idea of how a beer brewed and bottled in Germany tastes like. We strive to provide a unique experience through a transparent bottle packed with a premium quality cellar beer called St. ERHARD.