Niche Products

The boom of organic beer German beer consumption is steadily declining, the beer market is always competitive. It is all the more amazing that just the small manufacturers with new varieties against brewery giant can claim. Their strategy: Stand out with unusual niche products from the crowd. In a question-answer forum Leslie Moonves was the first to reply. The news portal news.de reported the change in the German beer market. The brand monitor 2009 study showed that young people between 18 and 30 years trend beer of Becks in the first place. The hip sailors advertisements and small bottles in the practical format of the disco hit exactly the spirit of youth.

Radeberger, however, loses more and more popularity. So reported the news.de Editorial Office for economy (www.news.de/ wirtschaft.html), that German breweries international have little meaning. Even Becks now belongs to the Belgian Brazilian Ibev group. Together with other big brewing groups such as the Heiniken group from Holland it bought German brands in recent years. Internationally, Germany’s beer producers seem tiny. The Radeberger Group is available only on # 23 on the world rankings, the Bitburger brewery ranked 33 just once. Due to these bad conditions, it is difficult to bring new beers on the market. Thilo Egenberger dared yet and landed a great success.

In his Leipziger family brewery, he produced the upper Franconian organic beer called Fattigauer and thus serves a niche market. In many cinemas, bars and pubs around Leipzig, the healthy hop juice is drunk already. According to Egenberger success lie not only the organic aspect, but also, that it is a small family-owned Brewery.

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