High Noon in Beertown, Germany?


The German flavour landscape has grown wilder. At the same time, regional beer manufacturers are becoming popular. These two trends lead to a dynamic scenario that in the long term can lead to a wake-up call in the German Beertown. How should the power relationships today and in the near future be interpreted? What forecasts and recommendations can be derived from this? A small excerpt:

Pils – the scheriff is (still) in charge!

Pils is the classic; its balance and the beauty of its colour and crown are considered the standard. Psychologically speaking, this situates us close to a self-fulfilling prophecy: because beer practically always tastes like pils to many people, pils also tastes like the ideal beer – not too sweet, usually not too tart, just right.

Wheat beer – too cosy to shoot with real bullets

Is wheat beer the sniper that wants to force the sheriff from power? Not likely! The wheat beer flavour is more like a saloon guest who nurses his huge glass for hours, occupying the best table. At least it won’t be galloping across the prairie!

Hell (lager) – on the highway to heaven

The situation is very different for lager, which is currently the ‘latest hot shit’. In urban centres, original Bavarian brands are transformed into beers that range from original to avant-garde new discoveries.

What do people like about the ‘lager’ flavour? The unconventional qualities, the exciting transformation of traditional brands into the liquid gold of the ‘in’ scene. In any event, those on the ‘highway to hell’ don’t just trot. They race.

Multi-cultural beers – gold diggers are good for business

The key three varieties mentioned are the main residents of Beertown City. In the neighbourhoods, however, speciality beers from the regions, imports, and the experimental brews of the craft brewers are bustling with the carefree freshness of niche positioning. Whether kölsch or export, Belgian or Mexican, smoky beer or Berliner Weisse – Beertown Germany is buzzing and crashing at the edges. Biodiversity, multiculturalism and a gold-digger atmosphere all dominate here.

About the rheingold institute study ‘Sortenschlacht’ [‘Battle of flavours’]:
Study conducted and evaluated 1st quarter 2018. Method: 10 group discussions and 34 depth interviews with beer drinkers between the ages of 18 and 59.
Locations: Hamburg, Bochum, Dresden, Frankfurt a. M., Cologne, Munich, Bamberg.

Further information about the study and on the conditions available for purchase from the author.

The rheingold expert

Heinz Grüne


Heinz Grüne already worked on numerous research projects in the field of qualitative market research during his studies of psychology at the University of Cologne. He has been managing director at rheingold since 1988. He specializes in food. Tel .: +49 221-912 777-56 E-Mail: gruene@rheingold-online.de