Hasseröder brewery

from Wikipedia, the free encyclopedia
Hasseröder Brewery GmbH

logo
legal form GmbH
founding 1872
Seat Wernigerode , Germany
management Eike Berthold, Martin Holzhüter, Hannes Havliza
Branch brewery
Website www.hasseroeder.de

Brewery building at the western entrance to Wernigerode
Hasseröder Pils

Hasseröder is a German brewery from Wernigerode am Harz ( Saxony-Anhalt ). The owner is the Belgian AB-InBev based in Brussels.

history

Beer output of the Hasseröder brewery in million hl
1998
  
2.20
2006
  
2.48
2009
  
2.74
2011
  
2.71
2013
  
2.36
2015
  
2.25
2016
  
2.09
2017
  
2.04

In 1872 the brewery was founded under the name "Zum Auerhahn" in what is today the Wernigerode district of Hasserode . On October 1st, 1882 Ernst Schreyer took over the brewery. In 1896 the brewery was converted into a stock corporation, in that year 25,000 hectoliters of beer left the brewery.

During the GDR era, beer was a popular regional beer brand and mostly only available in the Magdeburg district . With the German reunification in 1990, the brewery began its rise to become the most widely consumed beer brand in East Germany .

In 1995, construction work began on the new Hasseröder brewery, which is no longer in the Hasserode district. The old brewery, which was located in the immediate vicinity of the Harz Clinic and the Wernigerode-Westerntor train station, was demolished, although it is said to have been a listed building. At the same point there is now a street called "Alte Brauerei" and several single and multi-family houses. A memorial stone was also placed there. In 1996/97 the company moved to the newly built brewery at the north-west entrance of Wernigerode.

After the reunification, the Hasseröder Brauerei GmbH was acquired by the Hannoversche Gilde Brewery and expanded into one of the most modern breweries in Europe. In 2002, the brewery was taken over by the Belgian Interbrew Group, which after merging with the Brazilian AmBev to form InBev, is the world's largest brewery group. After further name changes in 2008, Hasseröder now belonged to Anheuser-Busch InBev .

In January 2018, the sale of the Hasseröder and Diebels breweries to the financial investor CK Corporate Finance based in Kronberg im Taunus (Hesse) was announced. On July 2, 2018, it was announced that the sale was halted on June 30, as the investor “did not meet all contractual requirements for the closing of the transaction in mid-2018”. In March 2019, all further sales talks were broken off as the Hasseröder and Diebels brands are now to remain in the Anheuser-Busch InBev portfolio .

Hasseröder is currently a beer advertised throughout Germany, the market leader in East Germany and the third largest producer of Pilsner beer in Germany.

In 2017, 2.04 million hectoliters of beer were produced.

Products

The brewery's product range consists of the following products:

  • Premium Pilsener: Beer brewed in the Pilsner style with an alcohol content of 4.9  percent
  • Premium Export: strong export beer with an alcohol content of 5.5 percent
  • Premium Radler : Mixed drink made from export beer and lemonade with an alcohol content of 2.7 percent
  • Premium Diesel : mixed drink made from export beer and cola with an alcohol content of 2.7 percent (is no longer produced)
  • Hasseröder Vier: It is filtered at below zero degrees Celsius and has an alcohol content of 4 percent.
  • Hasseröder Schwarz: Black beer with an alcohol content of 5.0 percent (seasonal).
  • Hasseröder Fürstenbräu Granat with an alcohol content of 5.8 percent

advertising

Hasseröder primarily advertises in connection with sports and, for example, places TV spots on broadcasts of football, handball and ice hockey. In the 1990s, the brand was advertised mostly with the slogan Hasseröder - Resin-like fresh beer enjoyment , whereas in today's advertisements and commercials, however, Hasseröder Premium Pils - refreshingly real or men are like that . In the 2008/09 and 2009/10 seasons, Hasseröder was the shirt sponsor of the then third division soccer club FC Erzgebirge Aue .

At the Soccer World Cup in South Africa in 2010 , Hasseröder was seen as perimeter advertising at the games of the German national team . As in the previous FIFA competitions, Anheuser-Busch InBev has the sponsorship and marketing rights for beers, which it normally transfers to the Budweiser brand . Due to an ongoing dispute in Germany over the naming rights with Budweiser Budvar ( Budweiser dispute ), Hasseröder was advertised instead of Budweiser at games of the German team .

criticism

In February 2014, media reports appeared in which workers at the external service provider M&G Intercon complained about working conditions and irregularities in pay. In Chemnitz -based M & G Intercon was again commissioned by a subcontractor, according Hasseröder, seasonal workers for the sorting of empties to acquire the brewery. Most of the workers from Eastern Europe were lured with significantly higher salaries than they actually received during the below-average paid job. In addition, employment contracts contained immoral passages which, for example, threatened a higher rent for the apartments provided by the service provider if the minimum quota for sorting empties was not achieved. Due to the report, Hasseröder ended the cooperation with M&G.

Web links

Commons : Hasseröder Brewery  - Collection of pictures, videos and audio files

Individual evidence

  1. a b c d e f g Beer brands in Germany according to paragraph, on www.aktiongutesbier.de , retrieved u. a. on April 6, 2015 and April 21, 2018
  2. a b Brewery from Wernigerode: German financial investor buys "Hasseröder". In: mdr.de. January 15, 2018, accessed January 16, 2018 .
  3. : Regina Urbat stopped selling Hasseröder brewery. In: volksstimme.de. July 2, 2018, accessed July 2, 2018 .
  4. Press release: Anheuser-Busch InBev resumes talks with selected interested parties for Hasseröder and Diebels ( memento from July 3, 2018 in the Internet Archive ) In: ab-inbev.de , accessed on July 2, 2018.
  5. Regina Urbat: Wernigerode: Hasseröder brewery is not sold. In: volksstimme.de. March 20, 2019. Retrieved March 20, 2019 .
  6. "Hasseröder" is set for growth In: Volksstimme from May 9, 2012.
  7. "Germany's official beer" on faz.net from October 12, 2009.
  8. Piecework on starvation wages: How Eastern European immigrants are exploited In: stern TV from February 4, 2014.
  9. ^ According to star TV report about rip-offs from Eastern European bottle sorters: Hasseröder ends cooperation with the company M&G. In: presseportal.de. stern TV, February 13, 2014, accessed January 17, 2017 .

Coordinates: 51 ° 50 ′ 40 ″  N , 10 ° 45 ′ 16 ″  E