Archives for posts with tag: Culture
Tuuli Tilk

Tuuli Tilk

When I was offered a participation in Erasmus Exchange porgramme, I wanted to explore entrepreneurship in a country with great traditions. Entrepreneurship in St. ERHARD is the perfect  to meet German people, German culture and famous German Beer!

As an admirer of strong traditions, I value the opportunity to work at a professional craft beer manufacturer. I share St. ERHARD® love for customs, traditions and hard work. Like my predecessor from Estonia before, I`m also observing a different cultural space (local consumer and its habits, local market) with great interest.

I come from famous (at least for Estonians) and beautiful resort city Pärnu. Due to my previous work experience I take the liberty to say, that I know Estonian consumer. Now the St. ERHARD® offers a great opportunity get to know German and international markets and its customers. Difference enriches and work in the international sales department create a bigger chance to let us (both – myself and St. ERHARD®) more closer to clients and customers. Let us entertain You by offering a beer-tastic flavors!

We are very proud that St. ERHARD was featured in the Bayrischer Rundfunk (BR) last Sunday. It was a very interesting experience having a camera team filming us at work.
In this blog post I want to tell you more about this feature and how it was made.

We were really happy when the BR contacted us in October and told us that they want to do feature about us in Sunday’s Frankenschau. After we organized all the details we scheduled the date for the shoot. This shooting day was a really interesting experience because we had the chance to see behind the myth of television. At November, 6th a camera man, an audio engineer and a television journalist came to our office at the IGZ (Center for Innovations und New Ventures) in Bamberg.
Once we showed them around in our rooms, we directly started shooting. Time is money! After we were filmed in our office and our Founder Christan Klemenz was interviewed, we also decided to show the BR-Team our warehouse where our products are stored and prepared for the shipping to India and Hong Kong or to our costumers in Germany and the rest of Europe. Subsequently, we moved on to “Moe’s Bar” in Bamberg to shoot some scenes with the guests of Moe’s drinking our St. ERHARD.

This nearly whole day of shooting ended up in a very nice 5-minute feature about St. ERHARD in the Frankenschau at November, 24th .

Thanks again to the BR-Team for they great work. And now check out the video!

The St. ERHARD team at "The Leading Beers" (from left to right: Aline, Christian, Justus)

The St. ERHARD team at “The Leading Beers” (from right to left: Justus, Christian, Aline)

Last weekend St. ERHARD participated in “The Leading Beers” festival, one of the biggest beer culture festivals in Germany. At “The Leading Beers” the best breweries and their beers come together with music, arts and culinary specialties. Hundreds of visitors from all over the world could try a vast number of beer styles from 30 different breweries. Next to the tasting of the different beers, the visitors could also try matching styles of cheese or chocolate to their respective beer and listen to music from different bands. There was also a big panel discussion regarding the German “Reinheitsgebot” with Oliver Wesseloh, Sebastian Priller, Georg VI. Schneider, Dr. Werner Gloßner, Norbert Krines, Dr. Lothar Ebbertz and Justin Leone. Furthermore different proven experts of the beer business gave lectures, like our founder Christian Klemenz on “Beer in India – A New Market Delevops”.

We are very glad that we could meet a lot of interesting people, try good beer, present our product and just enjoy the two days at the Amberger Congress Centrum.

St. ERHARD is “True Beer Excellence”, but “The Leading Beers” is “True Beer Culture Excellence”!

Finally we want to say “Thank you” to the organizational team of the University of Applied Science Amberg-Weiden for their great work. We look forward to “The Leading Beers” 2014!

P.S.: Check out the pictures of “The Leading Beers” on our Facebook page!

Why we do what we do

Why we do what we do

People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe” said Simon Sinek, who is a renowned author and a motivational speaker. Big brands like Apple which charge a premium on their product and service offerings always believe in conveying the message of why they are doing what they are doing and what exactly they envision to do with their brand.

There is a difference between traditional marketing and marketing done for premium luxury goods. Luxury marketing takes a leap forward and works towards factors which a small, local and domestic brand ignores. It’s very crucial to keep it simple. Brands often run towards making things complex. This portrays directly in their marketing campaigns and in the ways they design their products and services. Companies tend to forget the power of simplicity which indirectly attracts consumers. The idea should not only be to present the product/service offering in the best possible manner but also to portray how they will making your life simpler and easier. Brand building is a long term process. In order to grow their sales digits companies often forget to focus on the idea behind the sales of their goods and services. This negatively affects their brand reputation. Brands like Apple, Chanel, LVMH and other luxury brands focus on creating value for the consumers by charging a premium amount. This is where marketing plays a pivotal role. After the emergence of social media, communication has become way easier than it was before. The only need is to spread the right message to the right target audience.

St. ERHARD being a flagship beer brand is also focusing on the story of why we sell what we sell. The idea is not to increase in the sales numbers in the first place but is to educate and spread the rich German beer culture abroad. Beer has always been a crucial part of the German culture. Our innovative design and premium quality brew makes us a strong brand in itself.  We want to make a difference with our existence by acting as a catalyst in spreading awareness about beer across the globe. We want all our stakeholders to act like our brand ambassador’s and to represent German beer culture in the best possible manner. It’s clear what we do and how we do it but this post was to present to why we do what we do.

Rising Per Capita Consumption in India

Rising Per Capita Consumption in India

India is the second most populated nation in the world, although, when we talk about the per capita consumption of beer, India is listed way lower than many other smaller countries.

If we look at the global scenario, surprisingly Czech Republic has the highest per capita consumption with the staggering number of 132 liters drank per individual every year. This position is closely followed by Germany with 107 liters per capita annually and by other nations like Austria, Ireland, Canada, and Poland etc. These numbers are subject to change with changing demographics and changing consumer preferences.

Lots of beverage start-ups have been opening all around the globe. From alcoholic beverages to non-alcoholic beverages, all brands are trying to portray some or the other message in order to capture their market. There are companies trying to market their product saying it’s “healthy/organic” with others saying that their product is “authentic and real”, marketing has become a crucial part to attract the consumers all across the globe.

So has been the case with India and other emerging nations like China, Brazil. India has been blessed with many national and international beverage companies, who are all hoping to tap the huge gap in the per capita consumption of beer. If we talk in numbers, unlike Czech Republic with 132 liters of beer per capita consumption, India is stands on 2 liters of beer consumed per capita annually. However, according to a study, India by 2025 will have a largest population with over 1.5 billion people. The interesting fact is India will be the youngest nation with 20% of the worlds below 25 year olds will be Indians with compared to 11% in China. This will not only increase the market for the potential beverage lovers but also will bring significant growth in the legal drinking age in India for alco. bev. companies. This is undoubtedly a huge hope for the companies which will help them leverage the gap in the beer consumption of India with the rest of the world.

St. ERHARD being one of the pioneering brands to expand in India is looking forward to driving this change and to be a part of this revolution. Our main aim is not to operate and mature beer drinking market but is to start at the grass-root level and to educate Indian and other Asian groups about beer and German beer culture.

India's Love for German Brands

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

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.

Summer in Bamberg

Summer in Bamberg

The city of Bamberg in summer signifies beer, barbeques and bicycles. The city looks totally different, bright and happy. Bamberg starts welcoming more and more tourists especially at this time of the year. It stays bright till almost 10pm. People stay outside and enjoy their time with their families after work.

Also in some parts of the city, wooden logs are burned on June 21st in order to signify the arrival of summer as it’s done in several other ways in different parts of the globe. Bamberg at this time looks all green again after the heavy rain showers before the arrival of spring. The high density of breweries and the fact that they are located in the vicinity makes it easier for people to just walk around or use a bike to visit the breweries and taste the beer. Also tourists and local people use their bicycles to go to the nearby beautiful places. Bamberg is surrounded by cities which are culturally and historically very rich. For instance, cities like Nuremberg, Wurzburg, Bayreuth and so on, get a lot of visitors annually.

Bamberg doesn’t just attract tourists all over the word because of its rich cultural heritage and old buildings but also for the variety in the beer Bamberg has to offer. Lots of guided tours are conducted in German and English. The cultural and beer history of Bamberg is also explained to the tourists. A part of Bamberg next to the river Regnitz is known as Little Venice. Its beautiful landscape and the water adds to the charm of the city.  

We at St. ERHARD are looking forward to this beer season where summer brings us an extra doze of enthusiasm and zeal to do what we envision with our brand. With our rapid growth in the local market and abroad, we want to grow even faster and venture into new markets in Asia and beyond.

St. ERHARD at Oktoberfest 2013 in New Delhi

St. ERHARD at Oktoberfest 2013 in New Delhi

Oktoberfest is a global synonym for German beer culture. It’s doesn’t just portray the rich culture of Germany but also stands for the unity and diversity among the people.

It’s a festival which originates from Munich but is also celebrated in some other cities of Germany as well nowadays. People from all over the globe come and celebrate this very special occasion with the German people. From the last recent years seeing the popularity of this esteemed German event, German organizations around the globe have been organizing the same in different parts of the world. This is a great way of bringing two countries together. The Indo-German relations are built on mutual trust and understanding and both the countries are doing great when it comes down to doing business with one another.

This year the German Embassy New Delhi will organize a Oktoberfest in India on 3rd of Oktober 2013 which is also the German Unity Day. An approximate footfall of 1200 people is expected in the event. The attendees will be served with the our genuine Bavarian St. ERHARD beer and also will be given an option to choose from the variety in the delicious German cuisine. The whole setup will be in the theme of Oktoberfest with all the logistics imported from Germany, just in order to provide the attendees with the best of the original festive feel of Oktoberfest in India.  Also the whole staff will be dressed in the traditional Bavarian attire which is Lederhosn for the males and Dirndl for the females.

The whole campus for the event is created with the typical Oktoberfest tents, small kiosks, some amusement rides for both kids and adults. The event will start of by the special guests who will be greeted by the German Ambassador to India and his wife Mrs. Steiner. A brass band will be invited from Bavaria which will be performing live for the audiences while they will be enjoying the German beer and food at the same time. There will be wide range of German food including the very traditional pretzels from the south of Germany, potato salad, sausage salad and so on. Not only typical food will be served but also a lot of desserts will accompany the same. That will include the delicious German Kaiserschmarm, Apple Strudl (Pie), Roasted almonds and much more. 

We at St. ERHARD are very proud to say that we will be one of the major sponsors of the Oktoberfest and the people attending the fest will get to taste it as well.

German football fans celebrating

German football fans celebrating

Lately after meeting people and sharing what I have been doing in Germany, I have realized that I have been living a German dream. Yes, it might sound funny but I think it’s true to some extent. What could be more German than working for a beer company and being enthusiastic about football? Being associated with St. ERHARD and exporting beer to Asia, my increasing enthusiasm about beer and brewing and also in soccer is taking me very near to know German culture better. I have always believed that India is one of the few countries which are blessed with strong tradition and culture but when I look around here in Germany I see how things like beer and soccer binds the whole nation.

Few examples being at Oktoberfest and all other small regional fests where people get together, dress-up in their respective traditional dresses and drink beer portrays German culture more than anything else for me. The same goes with soccer. Being an Indian, I am a big supporter of cricket but after living in Germany for almost 2 years now I feel how a game like soccer gets so many people cheering in one breath under one roof. Fans travelling to other countries to see their team playing, spending a lot of money on buying team merchandizes and so on makes it an experience to live. It’s not just soccer but also other sports which play a great role in Germany. Kids are taught to play and excel in different sports activities and their parents encourage them to participate and learn them respectively.

I personally experienced how it is to sit in a crowd of over 70,000 people with everyone screaming their teams name and encouraging them to play at their best at a soccer match played in Allianz Arena in Munich. I certainly got goosebumps that day.  It was the same experience when I went to see a handball match which I never thought I would be interested in, but it totally changed my perception of how to see a game by seeing people sitting on their edge of their seats and screaming their lungs out.

I feel privileged to be a part of such a culture and to live some years of my life in this country which is undoubtedly very rich both in values and traditions. Being a part of St. ERHARD plays a pivotal part in making my experience complete with a feeling that I am truly living a German dream.

Beer In India

Beer: For India, by India, to India