Astra (beer)
Astra is a German beer brand .
history
The beer was first brewed by the Bavaria brewery, founded in 1897 in the city of Altona, and was called Bavaria until 1909 . The ancestor is the Dutchman Peter I. de Voss, who brewed beer in Altona as early as 1647. In 1922 the Bavaria brewery merged with the Actien brewery from Hamburg-St. Pauli to Bavaria-St. Pauli brewery . In 1932 the brewery in Altona was closed and the company's headquarters were relocated from Altona to Hamburg.
Shortly before the turn of the millennium, the then owner Brau und Brunnen wanted to close the brewery in St. Pauli. The city of Hamburg then bought the factory premises from Brau und Brunnen on January 1, 1998 and continued to operate the brewery on its own. After the takeover by the Holsten Brewery in December 1998, the “Was-gegen?” Advertising campaign was started in 1999 and in 2000 the old logo with two lions and a barrel was replaced by a logo with a heart and anchor. In 2003 the brewery in St. Pauli was closed and the buildings demolished. The brewery of the Holsten brewery in Altona-Nord took over the production of the beer.
In 2004 Carlsberg took over the Holsten brewery. At the beginning of 2016, Carlsberg announced that the production of beer would be relocated from Altona-Nord to Hausbruch in 2018 . The property of the brewery in Altona-Nord is to be used for residential construction.
Types of beer
| designation | Color code | Alcohol content | Remarks |
|---|---|---|---|
| Astra prototype | brown | 4.9% | - |
| Astra Kiezmische | blue | 2.5% | 50% beer and 50% lemonade |
| Astra missile | Red White | 5.9% | Citrus-vodka-flavored beer |
| Astra red light | Dark red | 6.0% | Astra beer with a higher alcohol content |
At the beginning of 2017, the name Alsterwasser , which is customary for a mixed beer drink containing lemonade in northern Germany, was changed to Kiezmische.
In the winter months the butt cold is driven out, which replaces the original type. With 5.9 % vol, it has a higher alcohol content than the Urtyp.
promotion
Astra is known for its promotion events. The World Astra Day took place in Hamburg every year from 1997 to 2013 .
In November 2018, an Astra brewery was opened in the entertainment and red light district of Hamburg's St. Pauli district .
In line with its connection with the Hamburg district of St. Pauli, Astra has been a long-term partner of the football club FC St. Pauli . Astra is the “house beer” in the Millerntor Stadium . Astra has been the club's sleeve sponsor since 2017, after having already committed to the club in various poster campaigns and selling seasonal cans in club colors and the modified slogan Brewed with Love for FC St. Pauli . This is not without a certain irony, as Astra belongs to the Holsten brewery - until 2015 official sponsor of local rivals Hamburger SV - which is committed to HSV in its marketing.
Web links
Individual evidence
- ↑ 100 years of beer from Hamburg's Astra brewery welt.de, April 23, 2009
- ^ Controversy over Bavaria beer: Holland beats Bavaria tagesspiegel.de, December 22, 2010
- ↑ Bavaria-St. Pauli Brewery albert-gieseler.de
- ↑ An anchor with a heart is supposed to pull Astra out of the beer doldrums welt.de, July 11, 2000
- ↑ Holsten Brewery is moving around in 2018 welt.de, February 11, 2016
- ↑ End of Astra cult drink: Alsterwasser becomes Kiezmische noz.de, October 12, 2018
- ↑ https://www.bier.de/blog/nix-fur-warmduscher-das-neue-astra-arschkalt-ist-da/
- ↑ A warm celebration for 17 years! astra-bier.de
- ↑ https://www.abendblatt.de/hamburg/article215746925/Astra-eroeffnet-Brauerei-auf-dem-Kiez.html
- ↑ Astra becomes a sleeve sponsor at FC St. Pauli. Retrieved December 13, 2018 .
- ↑ Matthias Linnenbrügger: "Love knows no league" - Holsten advertising inspires HSV fans. April 5, 2018, accessed on December 13, 2018 (German).