Vitamalz

Vitamalz is a registered German trademark for a malted drink and the company Vitamalz GmbH & Co. KG, based in Krefeld.

Formation

In 1920, the root beer was invented by Ferdinand Glaab. The corresponding manufacturing process was then patented by the VITA LUX Society ( named after Fritz lux). On the market Vitamalz, however, came in 1931: The Glaabsbräu brewery Blessed city acquired the patent and produced root beer under the brand name Vitamalz. Until the 1960s into Vitamalz was exclusively produced by the brewery Glaabsbräu. In 1970, however, this along with other beverage manufacturers the Vitamalz composite, whose members undertake to brew Vitamalz on a consistent recipe. However, there are slight differences in taste between the products of individual beverage manufacturers, which are due to the brewing water as well as differences in quality of the raw materials used in each case.

Members in Vitamalz composite are: Barre, Haake Beck, the guild brewery, Glaabsbräu, Hacker-Pschorr, Holsten, Karlberg, Krombacher, Rolinck, Tucher and the Dortmund Actien Brewery.

Among the former members include the Freiburg Brauerei Ganter, which has resigned at his own request from the composite.

Beer or lemonade?

In the 1950s there was a dispute because it is banned in Bavaria to produce malt beer with added sugar. After various legal proceedings and decisions of the lower courts of the federal court ruled in 1958: A fermented drink, has been used for the preparation of sugar, a product made from sugar colorants or artificial sweetener, may not be placed on the market under the name of beer in Bavaria. Since then, the name is used instead of malt drink root beer commercially. With an alcohol content of less than 0.1 % by volume, which is below the apple juice, it is also more of a soft drink than a beer. However, the term is root beer, also for other malt beverages, to this day colloquially in common use.

Ingredients

Listed ingredients are water, barley malt, glucose -fructose syrup, carbonic acid, colorant E 150c ( caramel ) and hops extract. 100 ml containing 8.21 g carbohydrates; the calorific value is 180 kJ (43 kcal).

Marketing

Contrary to the traditional image as a " non-alcoholic dark beer " "Children beer " or " Pregnant shower " presents itself Vitamalz in commercials as a sporty soft drink and is aimed primarily at young people. From 2003 to 2005 held Vitamalz Germany far the "King Of The Monster Dunk " tour for young basketball players and cheerleaders. For the 75th anniversary of 2006 Vitamalz presented with an ad campaign with a retro look, a new website, promotions and sweepstakes.

The largest competitor is Karamalz.