Berlin Pilsner
| Product Type: | Pilsner |
| Foundation : | 1902 |
| Founder: | Gabriel and Richter |
| Sales / Brewery : | Berliner-Kindl-Schultheiss-Brewery |
| Group: | Radeberger ( Oetker Group ) |
| Seat: | Berlin ( Germany ) |
| Company type: | brewery |
| Homepage: | berliner-pilsner.de |
Berliner Pilsner is a beer brand of the Radeberger Group and is produced along with other brands in the Berliner-Kindl-Schultheiss-Brauerei .
history
Berliner Pilsner was founded in 1902 by Gabriel and Richter. Berliner Pilsner was created as a small brewery with an adjoining garden bar.
From 1969 the Berlin Pilsner Brewery was the headquarters of the East Berlin Beverage Combine. In the GDR , the Berliner Pilsner, developed in 1963, established itself as one of the most widespread East Berlin traditional beers. Except for the domestic market of the GDR, it was produced for export ( Bulgaria , Great Britain , USA ).
After 1989 and German reunification , Berliner Pilsner had to assert itself against market competition . With a product relaunch in 1992, the old beefy euro bottle was replaced by a new one ( NRW bottle ) and a newly designed design. The aim was to gain a new image and increase the declining sales .
Not only was the exterior changed during this relaunch, but around 2 million euros were also invested in the technical upgrade and renewal. The process was accompanied by a new advertising campaign with the slogan “The beer from here”.
This was followed by further changes to the design , until the most far-reaching changes to the product were made in 1999. The reason for this was a brand core analysis, which showed that the image of Berliner Pilsner was considered "out of dust" and sales stagnated. So after deliberations of the group fundamental changes in the appearance were made. The NRW bottle has been replaced by the longneck bottle . The label , font and logo were changed in 2006.
Since then, the Berlin bear has been on the label of the beer bottles in front of the Reichstag dome . This process was accompanied by a series of modern advertising campaigns and sales promotions (sporting events, rickshaw taxis, etc.) in order to win new target groups for the product and thus increase sales again. Berliner Pilsner should no longer be the traditional Pilsner from the East, but a modern metropolitan beer with a solid position in the market. “Open-minded”, “modern”, “self-confident”, “future-oriented”, “valuable” and “attractive” were the keywords of this campaign .
The advertising slogans of the campaigns were "What is good wins!" And "Made in Berlin", since 2011 "Berlin, you are so wonderful" has been used.
