Looks Like a Glass for Cologne-Brewed Beer
In the catering sector, Gaffel Kölsch is definitely the market leader in the core sales area (Cologne administrative district) and rates sixth amongst the largest German draught beer brands.
05/12/2007 Golden shimmering Kölsch beer with a refreshing head: the appearance of the new customised Gaffel can is almost identical to the slim glass used to serve the traditional beer brewed in Cologne and it makes one thirsty for more. The privately-owned Gaffel brewery is changing the focus in the beverage retail sector with this unique design which is being launched for the first time.
"This is an unconventional idea" says Andreas Lesche, Sales Manager Retail at the Gaffel brewery. "But that is exactly what we want. Our aim is to bring something innovative on to the market. And what is more fitting for a can than the appearance of a Kölsch beer glass?" The customised Gaffel can is a "Sleek Can", a new slim can format which is produced by the beverage can maker Ball Packaging Europe.
As from December, the 330 ml can will be on sale in 4-can multi-packs in and around Cologne and Bonn at the 'Hit' supermarkets belonging to the Dohle retail group. An additional advantage: The cardboard packaging is a convenient holder to return the empty cans. Other new designs for Gaffel cans are already in the pipeline. "We know that the visual appearance of our products is important to our customers. We want to do this justice“, emphasises Georg Schäfer, Managing Director Marketing and PR at the Gaffel brewery. The 330 ml customised can is on sale at retail outlets alongside the 500 ml classic design cans. 330 ml containers for beer are becoming increasingly popular with consumers and achieve double-digit growth rates.
The privately-owned brewery Gaffel Becker & Co. is one of the leading premium Kölsch beer suppliers. In the catering sector, Gaffel Kölsch is definitely the market leader in the core sales area (Cologne administrative district) and rates sixth amongst the largest German draught beer brands. With an annual output of 500,000 hectolitres, the market share in the catering sector is 26% and in the retail segment 17.5%. The company is the only Kölsch brewer to include Gaffel Kölsch Light (low alcohol) and Gaffel Kölsch Frei (alcohol free) in its assortment alongside standard Gaffel Kölsch. In the meantime, Gaffel Kölsch has become synonymous for Kölsch through restaurants like the "Ständige Vertretungen" in Berlin and Hamburg or the Eigelstein in Düsseldorf as well as restaurants in New York or at the Great Wall of China. In 2002, the brewery established a trend against a trend with "1396". The top-fermented premium lager advanced into a cult beer and can be obtained throughout Germany under www.internetbier.de. Gaffel, "The Kölsch of Football Fans“, continues to be a partner of the federal league football teams '1. FC Köln', 'Bayer 04 Leverkusen' and 'Fortuna Köln'.
