Quality and History Are Guiding the Growth and Future of Bitburger

In many ways, Bitburger has been flying under the radar. With roots that trace back to 1817, the traditional German lager has longevity and loyalty among drinkers. While there might be flashier imports in the US, the authenticity of the 7th generation family-owned brewery can’t be denied and slowly, quietly, the brand has been growing by leaps and bounds. The appeal of classic lagers – like the Bitburger Pilsner which was first brewed in 1883 – cannot be denied.

“For forty years now it has been the number one draft pilsner in Germany,” says Scott Baver, the United States Country Director for the Bitburger Brewery Group. “The brewery is a lot larger than most people think.”

The success is similar in the United States, as Baver proudly notes that the 16.9-ounce four-pack of Bitburger Pilsner is the number one authentic German SKU in the category. From coast-to-coast drinkers are paying attention, so clearly the brewery is doing something right.

Origins of the Brand

It starts when Johann Peter Wallenborn opens a small brewery in the German town of Bitburg. Quickly becoming a family business, it begins to grow, offering bottles for the first time in 1880 and exporting its beer six years later. Growth continues and accolades pile up. The brewery, committed to quality, leans in on traditional brewing methods and ingredients, survives the war, and later continues its growth.

Over time it acquires other breweries – like König – and adds on a variety of different offerings, including a Radler. It’s prominence in the United States grows in 2019 when it releases Triple Hop’d lager with Sierra Nevada Brewing Co. and imports of its traditional beers continues to grow.

The owner and current president of the brewery Jan Niewodniczanski, “is just one of the nicest guys you could ever meet and that absolutely is the kind of person that you just want to enjoy spending time with,” says Baver.

The family connection, he says, coupled with the history but desire to grow, helps keep the brewery grounded while moving forward. And a brewery of its size, scope, and influence, doesn’t get there through casual movements. Beyond marketing, labels, partnerships, and growth the core focus remains the creation of flavorful, enjoyable beer.

“Every single one of our brewmasters holds a PhD in brewing in brewing science,” says Baver.

Growing Packages

In response to the success Bitburger is having in the United States, it is getting ready to launch 12-packs of the pilsner. Baver and his colleagues have spent the last few years getting to this point, using data points to drive decisions.

“We called it the ‘new era of beer’ and we were digging into the data and noted that Stella was on the decline, Heineken was on the decline,” he says. “COVID-19 was making things rough, but we started to ask ‘why’ and digging into it.”

What they found was that bottle sales were in decline, prompting them to look into consumer profiles. They found that as the Baby Boomer generation gets older, they are drinking less, leading to the loss of bottle sales.

“As import consumers they were definitely all about bottles,” he says “and he craft consumers are shifting back into premium imports.”

Those consumers are looking to discover legacy brands that maybe their parents didn’t flock towards. Plus, being part of the craft beer boom, finding a brand that fits the authentic model while also tasting clean and crisp, and being available in cans, helps boost regular purchasing.

“We did a hell of a job making sure these four-packs were where the consumer wanted them to be, and making sure that we were managing price – the average is $9.99 on the shelf – it was also being in the right place at the right time.”

Non-alcoholic options

Bitburger, like so many other brands, is also making inroads in the non-alcoholic beer space. The category – when done well – can appeal to a broad section of drinkers, including the health conscious, those who might be drinking less, and those in the sober-curious mindset.

The Bitburger 0.0 (often referred to as double zero) is available in 16.9-ounce cans, designed to make it attractive to the craft consumer, says Baver. It is also available in glass bottles, but Baver sees the can format as being preferable to younger consumers.

As drinking non-alcoholic offerings becomes more socially acceptable in group settings, and as more consumers look for options from their local bars and venues, Bitburger double zero hits the mark for a solid offering that delivers on taste.

The brand has seen an uptick in the availability of double zero at large concert venues.

Enter the 12 Pack

The arrival of the 12-pack is the single largest package launch the brand has ever done since it began importing to America.

“It’s like the stars are aligning for us,” says Baver.

The longevity of the brand and the reliable nature of its sales have earned wholesaler and retailer respect, he says, and with this launch they have worked to make sure the 12-pack will be competitive in the market with an average price of $17.99.

He sees the white space available at this point. For retailers he notes that having Bitburger helps draw the consumer eye past a lot of the familiar macro-offerings that haven’t really changed in the last 25 to 30 years.

Bitburger with history, authenticity, and price, really stands out. He says the brewery won’t hid being 208-years-old, and wants to continue to tell the stories of the family behind the brand, and the actual brewmasters charged with making the beer. As Bitburger continues to introduce itself beyond the beer, he believes it will forge deeper connections.

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This article first appeared in Heady Times, published by Origlio Beverage.