Question

Describe in detail the German culture as it relates to been consumption and how you would market coors beer in Germany.

Answer 1

The culture of Germany includes its philosophy, music, literature, cinema, language, art, architecture, cuisine, design, sports, and religion. Germany is well-known for some of its cultural celebrations such as Oktoberfest, its Christmas customs, and 38 UNESCO World Heritage sites.
Why is beer so important in German culture? Is it based on history or habit, climate or culinary preference, quality or quantity — or all of the above? Well, here’s your portal to learning everything you should know about German beer: the history, the types, brewing processes, ingredients, nutrition, flavors, culinary matches drinking places and recipes. Open a bottle and enjoy learning more about the history of German beer!

Beer is a major part of German culture. German beer is brewed according to the Reinheitsgebot, which permits only water, hops, and malt as ingredients and stipulates that beers not exclusively using barley-malt such as wheat beer must be top-fermented.

How Beer Began
The Germans did not invent beer. Already 13,000 years ago, even before the agricultural revolution, some folks in the Middle East discovered that roasted grain soaked in water made a fine-tasting, nourishing, slightly alcoholic drink. Recent archeological excavations in the area of Haifa, Israel, discovered the remnants of an ancient brewery. Eventually, slightly alcoholic, ‘liquid bread’ became a staple drink in nearly all cultures around the globe.

German monasteries have been producing beer for mass consumption since around the end of the first millennium, the year 1000. The beer-producing monasteries were predominantly located in Southern Germany, and some of them are still around today, such as Kloster Andechs, St. Gallen, Weihenstephan, or Weltenburg. Drinking beer back then was safer than drinking water. Beer was regarded as safe, nutritious and caloric, even good for small children (and it kept them quiet, too). Beer became increasingly popular in Germany, especially after the enactment of the Beer Purity Law.
The German Beer Purity Law

Around the world brewers use a variety of different starchy grains as base for the malt — barley, rye spelt, emmer wheat, semolina wheat, even rice or maize. But it turns out that when barley malt is mixed with a special type of Bavarian hops, found primarily in the region of Hallertau, north of Munich, an especially high quality beer results. This combination was codified in the Beer Purity Law of 1516, promulgated by the heads of the Bavarian estates under Bavarian duke Wilhelm IV. The German Beer Purity Law mandates that all beer in Bavaria must be made only from barley, hops and clean water. The Beer Purity law was adopted throughout Germany and is still in effect today.

The Reinheitsgebot ("purity decree"), sometimes called the "German Beer Purity Law" or the "Bavarian Purity Law" in English, was a regulation concerning the production of beer in Germany.

In the original text, the only ingredients that could be used in the production of beer were water, barley, and hops, which had to be added only while the wort was boiling. After its discovery, yeast became the fourth legal ingredient. (For top fermenting beers, the use of sugar is also permitted.

Three hundred years later, in the late 19th century, French and German scientists discovered the role that airborne fungi, aka yeast, plays in the fermentation process. Eventually two separate strains of yeast were isolated and commercially produced for the brewery trade, each affecting the flavor of the beer. One yeast floats to the top at the end of the fermentation process (the top-fermenting yeast Saccharomyces cerevisiae); the other sinks to the bottom (the bottom-fermenting yeast Saccharomyces carlsbergensis).

The 19th century witnessed a beer revolution in German-speaking nations, from the creation of Pilsner to the introductions of Bock and Export beers. German emigrant brewers created beer empires in the Unites States, China, Japan Mexico and Africa. Until the 1980s, Germany had by far the greatest number of breweries in the world.

However, starting in the 1990s, beer consumption in Germany started a slow but steady decline. Historic breweries merged with others, and new young players emerged. Today, total beer consumption is down a bit, but the German love affair with beer continues.
In 2012, Germany ranked third in Europe in terms of per-capita beer consumption, behind the Czech Republic and Austria

The types of German beers:
Beer has been a global product since the beginning of the agricultural revolution, but Germany has set global standards for distinct types of beers. Although most are made with only three ingredients — barley malt, hops and water (with the addition of brewers yeast beginning in the 19th century) — they differ profoundly in flavor, aroma, body and froth. Following is a list and the origins of the major beer styles; you can read a fuller description in our Guide to German Beer.

Pilsner – from Pilsen in the Austrian-German region of Bohemia (today’s Czech Republic)

Helles or Dunkles Lager – from in Dortmund and Munich

Export Lager – from Dortmund and Munich, but big in breman.Koelsch and Alt – the local heroes of Cologne (Köln) and Düsseldorf on the Rhine

Weißbier (Wheat Beer) – a Southern German favorite, malted wit barley and wheat

Berliner Weisse – a Weißbier from Berlin

Schwarzbier – originated in the Eastern German states of Thuringia and Saxony

Starkbier/Bockbier – originally created in Einbeck, near Hannover, but popularized in Bavaria

Märzen/Oktoberfest Beer – a Helles Lager beer with a bit more alcohol, originally from Bavaria

Gose – A flavored wheat beer from Goslar, popular in Saxony

Naturtrübe Biere – unfiltered, unpasteurized specialty beers with lots of nutrients from Northern Bavaria

Rauchbier – Barley malt smoke over beechwood, a specialty from Bamberg in Bavaria

The Coors Brewing Company is a regional division of the world's third-largest[1] brewing company, the Molson Coors Brewing Company. Coors operates a brewery in Golden, Colorado, that is the largest single brewery facility in the world.[

In 1873, German immigrants Adolph Coors and Jacob Schueler from Prussia emigrated to the United States and established a brewery in Golden, Colorado, after buying a recipe for a Pilsner-style beer from a Czech immigrant William Silhan.[3]

Coors invested $2,000 in the operation, and Schueler invested $6,000.

Coors is responsible for over twenty different brands of beer[43] in North America. The most notable of those brands are Coors, Killian's, Caffrey's, and Blue Moon.
Germany is by far the most important beer market in Europe, followed by Great Britain, Spain and Poland. Generally, though, consumption has been decreasing.
The rise of the German brewery start-up Bergmann has been so rapid that co-founder Herbert Prigge jokes he is tired of discussing growth rates and production figures. “Every number I tell you will soon be wrong, anyway,” he smiles when we meet at the company’s shiny new building south of Dortmund’s city centre. Prigge, a business consultant who began to brew beer with his friend Thomas Raphael a decade ago, is not exaggerating. By late this summer, Bergmann’s sales were 80 per cent higher than at the same stage of 2017. By the time they moved in March, their new brewery was already too small. The unpretentious beer hall, where some special varieties sell for up to €14 a litre, is bustling every night. Brewery tours are already nearly sold out until the end of the year. As regional retailers badger Bergmann to increase supply further, Raphael, who still works as a self-employed microbiologist, admits: “We are getting overwhelmed by demand. Our biggest challenge is to avoid growing too fast.” It’s a problem Germany’s more established beer makers would love to have. The country is the world’s fifth-largest beer market, with a total consumption more than twice as high as in the UK. This week will see more than six million people start to flock to Munich’s legendary Oktoberfest, where they will spend close to €500m in overcrowded beer tents. Yet elsewhere, the German beer industry is in crisis.

About beer market in GermanyBeer is the most consumed alcoholic beverage in Germany. It accounted for a market share of 47.18% of the total alcohol market in Germany in 2014, amounting to $84.99 billion. Though the beer market is the largest segment, it has matured and is likely to exhibit a declining pattern during the forecast period.

The beer market in Germany witnessed growth in 2014 because of the victory of Germany in the Football World Cup, which led to increased consumption of beer. However, during the forecast period the market is likely to decline because of changing consumer demographics and rising health consciousness among consumers.

Technavio's analysts forecast the beer market in Germany to grow at a CAGR of 1.19% and 0.63% in terms of revenue and volume, respectively, over the period 2014-2019.

Covered in this report

This report covers the present scenario and the growth prospects of the beer market in Germany for the period 2015-2019. To calculate the market size, the report takes into account the sales and consumption through various distribution channels, and takes into account the taxes levied by the government.

The market size is calculated in terms of revenue as well as volume for the following categories: - Standard lager- Premium lager- Specialty beer- Low alcohol- Ales and stouts

It also covers the sales via distribution channels of the following segments:

- On-trade (licensed pubs, bars, clubs, restaurants, and other outlets related to the hospitality sector)

- Off-trade (specialist retailers, supermarkets/hypermarkets, discounters, and other retail outlets)

The report also presents the vendor landscape and a corresponding detailed analysis of the five major vendors in the market. In addition, it discusses the major drivers that influence the growth of the market, and the challenges faced by vendors and the market at large.

Key vendors

- Anheuser-Busch

- Bitburger Braugruppe

- Krombacher

- OETTINGER Brewery Group

- Radeberger Gruppe

Other prominent vendors

- Beck's Brewery- Birra Menabrea- Bitburger Brewery- Budweiser Budvar Brewery- Cesu Alus- Chimay Brewery- Diageo- Erdinger- Forst- Krombacher Brauerei- Molson Coors- Oakleaf Brewery- Paulaner Brewery- Pivovarna Laško- Royal Unibrew- Švyturys- The Brew Company- Veltins- Warsteiner

Market driver

- An integral part of German culture

- For a full, detailed list, view our report

Market challenge

- Availability of substitutes - For a full, detailed list, view our report

Market trend

Growing shift in sales from on-trade to off-trade.