Fassbrause

Fassbrause is originally a soft drink made ​​from natural fruit and herbal additives as well as malt extract. For several years, other non-alcoholic brews, alcoholic beer mixes in different flavors are referred to as " Fassbrause ". The name derives from the original filling from drums Breweries, later Fassbrause was filled into bottles.

History and distribution in Berlin and Brandenburg

The chemist Ludwig Scholvien invented in Berlin in 1908 Fassbrause for his son to offer him one in color and flavor to the beer -like alcoholic beverage. For this purpose, the original recipe developed by Scholvien addition to the ingredients of water and malt mainly used in breweries contains a natural concentrate from apples and liquorice. In the 1960s, a drink called Apple Beer was introduced in the USA, which was based & Co. Essenzenfabrik on the Fassbrause Recipe of Dr. Scholvien GmbH. After taking over the Essenzenfabrik in 1985, the concentrate presented the Wild GmbH & Co. KG at the production site in Berlin- Spandau ago before they sold it to the Oetker Group subsidiary Radeberger group. Today, these Fassbrause is mainly in the Berlin area also continues to be effectively " on tap " available, where it is viewed as a specialty. Therefore, the non-alcoholic beverage in the Berlin dialect is ironically called sports Molle ( Molle = berlinerisch of beer). Fassbrause can also be drunk mixed with beer and is referred to in Berlin and Brandenburg as " Flocked ".

In the south of Brandenburg Fassbrause is red because it is fermented raspberry base. It stands in the tradition of popular in the GDR " red Fassbrause ".

The largest share of Fassbrause market have the brand made ​​with water from mineral springs bath Liebenswerda Rixdorfer, sold in 0.33-liter bottle of Berliner Kindl brewery, and Berliner Fassbrause of Spreequell. Since August 2012, there are in Berlin, the caffeinated Fassbrause Kreuzbär.

Development as " Fassbrause " named products

Market positioning and marketing since 2009

By 2009, the market significance of the classical Fassbrause low and the trademark law does not protectable generic name on the Berlin-Brandenburg region also was little known. The term " barrel " is brought beer, especially in the restaurant business in connection with the brewery and the product. " Shower " is generally understood in this context as a synonym for a carbonated beverage. This shadows the original Fassbrause, the free availability of the name and also the domain and the ability to choose the recipe is free, recognized the marketing consultant Andrew Huse and recommended to the Cologne-based private Gaffel Becker & Co manufacture and marketing of a non-alcoholic soft drink called " Gaffels Fassbrause ". This Rhenish variant should be a combination of an alcohol-free, reduced-calorie cycling and enriched with natural ingredients be organic lemonade. The aim was to provide the renowned cask beer brand " gaff Kölsch " a new soft drink to the side to meet modern consumer demands and to compensate for the sagging beer sales. The brewery has developed the product and led the brand a in April 2010. Within half a year the shower reached 15 % of the total sales of the brewery. Not least, the so-called TV brands " Holsten ", " Krombacher " and " Veltins " catered for the high awareness and created nationwide a new segment in the beverage market: Since the name " Fassbrause " is not protected, now offer many breweries " barrel showers " as a supplement to their non-alcoholic product range, which differ markedly in color, ingredients and taste of the original Fassbrause. These novel " barrel showerheads " therefore only use the name because the original Fassbrause is not a mixed drink, but a lemonade.

Provider and dissemination

This " barrel roar " can be a mixture of soda and malt extract or alcohol-free beer. More than a dozen variants should now be on the market. The manufacturers of these "Barrel showerheads " refer to the opposite of pure lemonade or cola comparatively low number of calories. The focus therefore is the marketing of goods described as " Fassbrause " drink as a trend that combines a " traditional variety with current taste interpretation". In addition to the " Gaffels Fassbrause ", the " related to him by marriage of the Rhine namesake of the Berlin Fassbrause, but not with her," even according to the company only, it is for this reason since then, primarily in North Rhine -Westphalia brewery providers that " Fassbrause " based on a produce non-alcoholic brew product and offer in several flavors: Both small regional and private breweries as well as industry giants have "Barrel showers " in the range. Presented alone, in 2012, half a dozen breweries in front of their new products. In addition to the Red raspberry shower, there are variations in flavors such as sweet woodruff (green ), lemon ( clear), grapefruit, elderberry and cassis (red ), orange (yellow- orange) and blueberry ( purple). These products are bottled and sold exclusively in returnable bottles.

Criticism

Although in the food law literature the name of soft drinks is classified as " Fassbrause " as unobjectionable, food inspectors have the misleading declaration for these mixed drinks with non-alcoholic beer - which may have an alcohol content of up to 0.5% - criticized as " Fassbrause " because this is not a shower in the food regulatory sense, in their opinion. For "dry alcoholic" is one such drink and unfit parents are deliberately left in the dark, that with such beverages to their children alcohol. Self-help groups have these products compared with alcopops, because young people are consuming ", as measured by age, introduced to the taste of beer very early ." Similarly, the German Nutrition Society criticizes the marketing of such " barrel showers " as " non-alcoholic mixed drinks ": " This is the crux of the consumer and just when you want to give it to drink children. If it's just a lemonade, with herbal extracts, fruit extracts, then you can the [ ... ] from and to the children like to give times. When there but now is non-alcoholic beer with it, then it becomes problematic. Another point that [ ... ] if it just tastes like beer, then the children will get used of course to the taste of beer and that should not be. " For example the Krombacher their " Barrel showers " in the flavors " elder "and" lemon " to, while stressing these types of drinks by its own account only " with this same recipe as 'traditional' in the East was common - from malt extract and soda manufacture ". For this reason, suppliers of such " barrel roar " on charges of false label have seen exposed. The authorities have, however, taken no further action in the aftermath, because neither the production nor the labeling of "Barrel showerheads " a norm exists.