In a representative survey by a market research institute, almost one in four Germans said they knew Bierothek®. In the group of 25 to 34 year olds it is even one in three. The Bamberg beer retailer thus confirms its outstanding position in the specialty beer segment.
Germany's market leader in the area of specialized beer retail, Bierothek® has carried out a representative survey on its brand awareness. Together with the Hamburg market research institute Appinio, a nationally representative 1,000 Germans were surveyed in June 2021. The Bierothek® achieved a supported brand awareness of 23%. “It is an excellent result for us that after seven years on the market, almost one in four Germans already knows us,” says Marketing Manager Christoph Hohner, delighted. The Bierothek® is the best-known retailer brand in the German beer trade.
In the same survey, 28% of all those surveyed said that they had ever purchased specialty beer from a retailer either in-store or online. Bierothek® founder Christian Klemenz sees growth potential for the entire industry: “The new beer movement towards more creativity and diversity is about ten years old in Germany. The fact that 28% of Germans have now used the specialized beer retailer is, on the one hand, encouraging, but on the other hand it also shows potential for growth.” The demographic analysis of the survey results also showed that awareness of the Bierothek® is significantly higher in younger age groups than in older ones. The brand recognition of the Bierothek® in the group of 25 to 34 year olds is even 33%. Awareness is also significantly higher among respondents with academic qualifications than in the comparison group.
