Veltins Brewery Introduces New Helles Lager
Veltins Brewery, located in Meschede-Grevenstein, Germany, is launching a new beer to refresh its product portfolio in the early summer. The Veltins Helles Lager is a mild and refreshing beer with a new, eye-catching green label. Dr. Volker Kuhl, the Managing Director of Marketing/Sales at C. & A. Veltins Brewery, explains that the changing tastes of consumers and their willingness to explore new flavors are the driving force behind this new addition to their lineup.
While traditional German Helles beers have recently experienced a growth in popularity, Lager beers with an international appearance and flavor profile have become a hit with open-minded consumers. The new Veltins Helles Lager not only represents the brewery’s new beer generation but also carries the unmistakable Veltins brand DNA with its traditional roots and contemporary presentation in the brand’s signature colors.
To meet the demand for a refreshing and contemporary beer, Veltins Helles Lager offers a mild and smooth taste. With a refreshing character and gentle hop notes, it sets itself apart from the brewery’s popular Pilsener. At 5% alcohol content, this new beer falls in the range between Pilsener and Helles. Dr. Kuhl emphasizes the importance of a cohesive product-brand concept, where both taste and appearance contribute to the overall beer experience.
Furthermore, Veltins is targeting the international market with its new product presentation. The green refillable bottle stands out on the shelves and aligns with the visual identity of international Lager beers. The bottle size of 0.275 liters, paired with its lightweight glass design, adds to the sense of conviviality when enjoying a Veltins Helles Lager.
The introduction of Veltins Helles Lager will be accompanied by a comprehensive marketing campaign across various channels, including social media, as well as sampling at large-scale events. The beer will be available in a brand-specific 24-pack and six-pack.
Veltins Helles Lager is brewed according to the German Purity Law and consists solely of water, malt, yeast, and freshly harvested hops. With its crystal-clear golden appearance, delicate foam crown, and subtle hop and malt flavors, it offers a harmonious and refreshing experience. The beer is exclusively available in refillable 0.275-liter bottles.
This new addition to the Veltins beer lineup aims to meet the evolving tastes of consumers while maintaining the brewery’s commitment to quality and tradition.