The Einbecker Brewery is undergoing an exciting transformation that prepares the company for the future without losing sight of its historical roots. In an interview with the new CEO Marc Kerger, it becomes clear that this is about much more than a simple brand redesign: values such as regional pride, determination, appreciation, and sustainability are central to the new communication strategy. Marc Kerger has been the CEO of Einbecker Brauhaus AG since October 1, 2023. A beverage industry expert, he previously served on the management team of the spirits manufacturer Hardenberg-Wilthen AG and has worked with brands such as Jägermeister, Pernod Ricard, and Jack Daniel’s. In our conversation, he shares his plans for Einbecker and explains why alcohol-free Bock beer is not only a milestone for Einbecker but also a logical step in the transformation process.
Alcohol-free Bock Beer: Tradition Meets Modern Spirit
The Einbecker Brauhaus is not just any brewery – it is the birthplace of Bock beer. A look into its over 700-year history reveals how the “Ainpöckisch Beer” from Einbeck first gained popularity within Germany before conquering the world. To this day, Bock beer remains deeply rooted in the company’s DNA and serves as a flagship of the brand. Even in Einbeck, however, they are recognizing the signs of the times. The trend toward alcohol-free beverages is undeniable, and the brewery is showing great adaptability. Starting in January 2025, Einbecker will launch an alcohol-free Bock beer under the name “Null Bock.” “At first, my brewmasters thought I was crazy when I asked for a Bock beer with 0.0% alcohol,” Kerger says with amusement. “But the result is unbelievably good and has convinced us all. It’s an alcohol-free UrBock Dunkel with a malty and aromatic character that does our brewery proud.” The name itself hints at the target audience. Alcohol-free beverages are particularly popular among young people. Null Bock combines the best of both worlds: the intense flavor of a Bock beer with zero alcohol. “It’s the perfect combination of tradition and modern spirit,” Kerger enthuses.
Brand Relaunch: A New Look for a Familiar Name
At the beginning of 2024, the Einbecker Brauhaus initiated a comprehensive brand relaunch. However, it’s not just about new labels with a clearer and more modern design. The realignment aims to modernize the brand visually while placing its values front and center. The brewery is leaning on its strengths: regional pride, determination, sustainability, and a commitment to high-quality beer.
An important aspect of the brand relaunch is an increased focus on regional pride. The Einbecker Brauhaus sees itself as a regional brewery that not only markets its products locally but also utilizes local resources and structures for its operations. “We want the value creation to stay here,” says Kerger. “That’s why we are working closely with local farmers through the ‘Regional Barley Program.’ This approach not only strengthens the regional economy but is also a clear commitment to our location.”
Strategy: Retaining Existing Customers, Winning New Fans
With the introduction of new beer styles, the Einbecker Brauhaus demonstrates its adaptability to modern market trends. In summer 2024, the brewery launched Einbecker Lager and its alcohol-free counterpart, Einbecker Lager Alcohol-Free 0.0%. According to Marc Kerger, both products “symbolize the strategic realignment” of the brewery: “The nationwide trend toward lighter, more drinkable beers like lagers reflects a shift in consumption patterns, and we want to respond to that.”
The selection is also being expanded with other innovative products, such as Einbecker Helles, developed specifically for the gastronomy sector, and the premium Einbecker Barrel Bock, launched in time for the holiday season. This Bock beer owes its special flavor to aging in former whiskey barrels. The new varieties cover all relevant growth categories in the beer market. While diversifying its product range, Einbecker remains committed to its loyal customer base, keeping its traditional beer creations in the lineup.
Stay Local, Growing Internationally
Marc Kerger, Executive Einbecker Brewery
Despite its regional pride, the Einbecker Brauhaus also has its sights set on global markets. New opportunities are being explored for both the alcohol-free Bock beer and the classic varieties, particularly in the United States and the United Kingdom. Marc Kerger also sees great potential in South America and Eastern Europe. At the same time, Germany remains a core market, with plans to expand in select regions like Berlin and North Rhine-Westphalia, where new products like “Null Bock” will be tested.
Sustainability: A Necessity, not a Trend
For the Einbecker Brauhaus, sustainability is not just a buzzword but an integral part of its operations. Climate protection is a key focus of the current transformation. Solar panels on all brewery rooftops and the use of a combined heat and power system ensure a sustainable energy supply. For environmental reasons, aluminum foil is no longer used. The optimization of the compressed air system has already been completed, generating air more efficiently and with less energy consumption. Many structural and technical improvements in recent years have aimed at reducing electricity usage.
The Mini Keg: A Longstanding Tradition at Einbecker
For over 20 years, the Einbecker brewery has repeatedly used the 5-liter mini keg as a packaging option. Marc Kerger, a Dortmund native, recalls the party keg as a staple of his hometown’s communal garden culture—a handy keg that was a key part of social gatherings. Kerger particularly values the mini keg’s large advertising surface, which is ideal for the new modern designs. His goal is to make the mini keg appealing to the catering sector by placing it directly on tables, allowing guests to pour their own beer. This not only helps during staffing shortages but also creates an interactive and communal experience for beer lovers—whether in Dortmund, Einbeck, or beyond.
The Value of Beer matters
Kerger is committed to reviving appreciation for the complex craft of brewing. “Beer is a handcrafted product that requires extensive knowledge and passion. It shouldn’t be undervalued,” says Kerger. To convey this, the brewery offers brewing seminars and events where customers can experience the art of brewing up close. Kerger aims to foster a new awareness of beer: as a pleasure product that requires time and patience—a true handcrafted creation. “As brewers, we are responsible not only for our product but also for the environment in which we work,” explains Kerger. Sustainable business practices and resource conservation are integral to the identity of the Einbecker Brewery.
Alcohol-free Bock Beer: Tradition and Innovation in Perfect Harmony
The Einbecker Brauhaus impressively shows that successful transformation does not ignore values and traditions but uses them as a foundation. Regional pride, sustainability, and a commitment to innovation make the Einbecker Brauerei a pioneer in the industry. With the alcohol-free Bock beer “Null Bock,” strengthened regional roots, and international market expansion, the brewery demonstrates how to thrive in a constantly evolving market. For Marc Kerger, one thing is clear: the future of the Einbecker Brauhaus will be sustainable, regional, and international, with Bock beer remaining at its heart—a true testament to brewing tradition.
