back to news10.12.2021

Pandemic Special: “Meet the Brewery” with Bitburger and Benediktiner Weissbräu

In times of a pandemic, how does a brand stay in touch with foreign sales partners and acquire new customers, especially when making personal contacts at trade fairs is not possible? The Bitburger Brewery Group team asked itself this question – and found the answer: go digital! “We organized an event for participants across the globe to follow live on-screen,” says Sarah Krein, in charge of International Marketing at Bitburger. “We wanted to reach out to our partners in the various countries where our premium beers are sold.” Labeled as “Meet the Brewery,” four one-hour live broadcasts were held from the Bitburger Brewery in Bitburg and the Benedictine Abbey in Ettal in March and April this year. Managing Director Jan Niewodniczanski and Brewmaster Stefan Meyna for Bitburger, and Managing Director Holger Pfeiffer and Father Johannes of Ettal Abbey for Benediktiner Weissbräu, provided insights into the brands with live Q&A sessions afterwards. “The feedback was very positive,” says Sebastian Ellies, Vice President International Division. “The event allowed us to inspire potential customers and catch up with existing ones.”

In the run-up to the event, tasting packages were sent out to interested European parties, containing eight different beers with matching descriptions. Some of the beers were presented live during the events and tasted together. The events were recorded and broadcast in German, English, and Italian (the Benediktiner event is available in French, too) (see links below). Undoubtedly a success, we do hope for a return to normality with more physical tastings held in person in 2022. In the meantime, check out the following links:

Bitburger recordings:
German: https://youtu.be/5ktpSsAi5to
English: https://youtu.be/-RCoAdAhHBQ
Italian: https://youtu.be/6EcNDOzL0cA

Benediktiner Weissbräu recordings:
German: https://youtu.be/E3SbZCegPbY 
English: https://youtu.be/vAC7ORcDvYU
Italian: https://youtu.be/W1UIClI041Y 
French: https://youtu.be/kukZ_-ewbiA 

* En partenariat de distribution pour la société Benediktiner Weißbräu GmbH et CREW Republic Brewery GmbH