Fresh draught beer in a high-quality design: brand presence in a growler
The growler is a trendsetter and pioneer in the German craft beer and speciality brewing scene in terms of closure technology, glass shape, filling technology and, not least, its characteristic appearance.
29. October 2018
Growler (Image: Störtebeker Braumanufaktur GmbH)
„Growler“ - this term from the American vocabulary refers to a large, sealable glass bottle in which you can take freshly tapped beer home with you. But the growler is much more than just a beer bottle. It represents a completely new concept for enjoying beer at home and is already causing a sensation, particularly in the north of our country, thanks to its unusual packaging design.
The growler and the „snarling dogs“
The dictionary contains the terms „growler“ and „growly dog“. A look at the history of this drink shows how this relates to a container for beer. In times before the industrial production of bottled and canned beer, it was common in the USA to get freshly tapped beer from the pub for consumption at home.
Galvanised or enamelled buckets, jugs and cans were used. As these could rarely be sealed tightly, leakage Carbon dioxide from the beer, which is Humming or growling should have been audible. However, historical records also mention grumpy guests which became „grumpy“ if the tapper did not fill the container to the brim.
The combination of an unusual bottle geometry with a high-quality, robust glass decoration gives it its characteristic appearance (Image: Störtebeker Braumanufaktur GmbH)
The Growler in the Elbphilharmonie
The growler owes its current form and cult status to the Craft beer movement in the USA. Innovation Manager Jens Reineke from Störtebeker Braumanufaktur in Stralsund knows just how established the large bottle has become among the more than 5,000 breweries and countless beer lovers there: „The beer community in the USA is downright crazy about growlers. Visiting a brewery or its taproom simply means taking home a special beer in your own bottle - it's almost like a ritual.“
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In Germany, too, the concept „Beer to go“ successful introduction. Störtebeker Braumanufaktur is a pioneer in the use of growlers on the German beer market. Since the beginning of November 2016, it has been using the growler in the Elbphilharmonie restaurant in Hamburg. First own growler bottling plant put into operation. Since spring 2017, Störtebeker Braumanufaktur has also been offering its visitors the opportunity to purchase the handy bottle of beer. bottling in the brewery in Stralsund to leave.
The former Stralsund brewery was carefully rebuilt in the 1990s. Extensive investments at the site and the reorganisation into Störtebeker Braumanufaktur GmbH under owner Jürgen Nordmann have secured jobs in the Hanseatic city to this day.
The growler as an eye-catcher
The growler from Störtebeker Braumanufaktur is indeed an unusual container for brewing specialities on the German market. It is an eye-catcher and stands out from the traditional range, and not just because of its innovative marketing concept.
The requirements for the development of this new type of container were very diverse. The bottle had to be a comparatively Large volume include, Very pressure-resistant be and a high wearing comfort offer. Furthermore, the growler had to be equipped with a Crown cap to enable a long shelf life after filling and also to be resealable.
„In the development of the packaging design, it was important to us to give glass packaging a High-quality design special expression in order to emphasise the unique character of our brewing specialities,“ emphasises Karsten Triebe, Marketing Manager of Störtebeker Braumanufaktur.
There is no doubt that the size of the 0.85 litre growlers, which was developed together with the Ardagh Group, is the most striking. Although it is similar in shape to the US model, it is clearly different on closer inspection. Störtebeker Braumanufaktur chose a reduced and much more enjoyable filling quantity of 850 millilitres instead of just under two litres. The bottle is also labelled with a high UV light protection to ensure flavour neutrality. The high pressure resistance enables filling under counter-pressure, so that the supply of oxygen during the filling process is virtually eliminated.
The crown cork as the primary closure offers a Optimum product protection. Thanks to a unique combination of crown cap lip and thread, the screw cap enables the Reclosability of the bottle. The handle also makes pouring easier and gives the growler a striking appearance.
Christine Lorenz from Störtebeker Braumanufaktur presents the four Eisbock beers in the growler. (Image: Störtebeker Braumanufaktur GmbH)
Special packaging for special beers
For the pleasure range of the four different Störtebeker Eisbock beers an additional design was to be created to emphasise the special nature of these specialities. To produce the Eisbock beers, ready-brewed beers were frozen at sub-zero temperatures to remove water and concentrate the flavours. This resulted in complex beers that offer exciting new flavour experiences, especially when served with food.
„So that the growler can be used several times and the Requirements for sociable beer rounds we attached particular importance to a durable glass finish with a high-quality appearance,“ says Karsten Triebe.
As special beers require special packaging, Störtebeker Braumanufaktur has developed a special packaging solution together with the company Deco Glas. Refinement of the Eisbock growlers developed. The bottles are produced in ceramic screen printing process, which is used in particular for a high-quality and durable surface design. Thanks to the high robustness of this glass finish, it has become indispensable, particularly in the area of reusable packaging.
[infotext icon] About Deco Glas
Montabaur-based glass refiner Deco Glas is a recognised partner to the international food and beverage industry. This is where glass packaging is given its specific look and becomes an unmistakable brand. The product range covers the entire spectrum of decorative and functional finishing - from coating, printing and metallisation of container glass to the application of sleeves and labels[/infotext].
