Clear market for a cloudy pilsner

Morgenrot, the firm behind Krombacher in the UK, has begun rolling out a limited number of its exclusive ‘naturally cloudy’ Krombacher Kellerbier kegs to the on-trade.

• Krombacher is brewed in Germany.

Launched in response to what’s described as a growing consumer demand for unique beer styles and naturally hazy beers in the UK, the Krombacher Kellerbier is a 5.1% ABV unpasteurised, naturally cloudy and carbonated speciality brew, which is made by adding young beer to matured beer during the fermentation process.

Amber in colour, the beer’s tasting notes describe it as “lightly yeasty” which then leaves “a hint of bitterness on the palate”.
Imported exclusively by Morgenrot, and showcased last month at the Casual Dining Show, the new variant is said to be inspired by “a treasured recipe from Krombacher’s select Brautradition portfolio”.

Available in 50-litre kegs, the seasonal launch is being supported by social media marketing, point of sale (POS) materials and limited edition Krombacher Brautradition glassware.
Stephan Kofler, Krombacher UK sales and marketing director, said: “The appetite for naturally cloudy beers has boomed in recent months so we’re thrilled to be unleashing this master brew on consumers this spring.

“Whereas in the past a cloudy beer would raise eyebrows, this definitely isn’t the case anymore as consumers continue to experiment with and enjoy unique, well-crafted beer styles.
“We think our latest launch will be a big hit in pubs and bars up and down the country.”