brewery produces around 1.8mn hl ( 2018 ) of wheat beer per year . Its longevity and success are based on the four cornerstones of the company ’ s philosophy : quality of the product above all , a dedication to wheat beer , appreciation of the employees and straightforward brand management . Erdinger makes no compromises when it comes to quality , premium ingredients and its passion for Bavaria ’ s cultural heritage .
Today , as the world becomes an increasingly complex and digitalised place , Erdinger is undergoing a first-of-its-kind procurement transformation . we spoke with Eineder ( sadly , not over a stein of wheat beer ) about his decision to leave one of the world ’ s largest consultancies for a 530-person beverage company , how he ’ s driving a cultural and digital procurement transformation across the more than 130 year old brewing operation , and
Market-altering innovation with Erdinger Alkoholfrei Innovative decision making has always been a part of Erdinger ’ s strategy . The decision to position Erdinger Alkoholfrei as an isotonic drink for athletes was no different . This shook up the market and helped kickstart the entire non-alcoholic beer market . The brand soon established itself as the leader in Germany and has helped maintain the overall growth momentum for non-alcoholic beers .
COMPANY FACTS Around the world , non-alcoholic beer is typically seen as the responsible choice for designated drivers who are tired of mineral water . In Germany , it has another role : the perfect drink for athletes and active people . “ It helps to recover much faster . As an athlete or a sporty person , drinking an alcohol-free wheat beer after training provides the body directly with valuable ingredients , satisfies thirst even faster and is completely natural ,” says Eineder .
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