The Hamburg brewery Astra is world famous. This fame is of course due to its beer, the connection with FC St. Pauli and the brewery's provocative advertising strategies certainly don't hurt either. rn
It all began in Altona, when what is now Hamburg's seventh district was still an independent city. The first documented records of brewing in Altona date back to the middle of the 17th century, but the history of Astra officially began in 1897 with the founding of the Bavaria brewery. The name, which was obviously based on Bavaria, did not come from a secret admiration for the state, but was probably derived from the brewery's preferred beer style. At that time, many bottom-fermented beers and Pilsner-style brews bore the name Bavaria. The brewery received its current name in 1909, after it had changed owners and locations several times. The name that the brewery received less than 15 years later was also derived from its location in St. Pauli: from 1922 onwards, the company was called Bavaria-St. Pauli-Brauerei and brewed under this name until they changed their minds and returned to the name Astra. In 1997, things got very serious for a short time: after Brau und Brunner AG took over the company in 1994, it was threatened with closure three years later. The city of Hamburg came to the rescue and bought the brewery. Countless jobs and the location in St. Pauli were saved, but the crisis was not yet over. rn
The brewery countered the poor sales figures with a provocative advertising campaign and was able to turn things around. The Kiez-Schnauze has been part of the brewery's repertoire ever since and not only ensured that the brewery was finally in the black again, but also increased its popularity. The heart anchor has been the brewery's logo since 2000 and in 2001 the company achieved a real stroke of genius with the sponsorship contract and its major contribution to saving St. Pauli. Although the brewery is no longer brewed in St. Pauli, Astra is an integral part of the Kiez culture and is of course still served in every bar on the mile. The brewery currently belongs to Carlsberg and brews in the Hamburg district of Hausbruch. In addition to the classic Astra Urtyp, the range includes a number of cult brews that wonderfully reflect the Hamburg attitude to life and the atmosphere in the Kiez. The advertising campaigns, some of which are controversial, are part of the brand identity and have even brought the team bad press on one or two occasions. rn
