Beer Brand Warsteiner Appoints DDB Germany as New Lead Agency

The beer brand Warsteiner is trying out a new agency, and the company has appointed DDB Germany as its new lead agency. It is the first major success of the newly structured 1DDB under CEO Björn Bremer. In a conversation with Conrad Breyer, he formulated his claim at the time: "We don't make posters for just any animal shelter. We have a few, but well-known, clients." He has now proven that.

Warsteiner is one of the best-known beer brands in Germany and has an aided brand awareness of 88 percent. Krombacher is slightly ahead, Beck's, Bitburger and Warsteiner are roughly on par. Warsteiner was able to increase its sales (in hectoliters) from 2022 to 2023. This is all the more remarkable because the beer market is struggling. 

DDB was able to convince the new customer without a pitch. "We presented our ideas based on the task and responded convincingly; this was not an official tender," says Björn. "We are particularly proud that this important budget win shows that the extensive restructuring measures to create 1DDB are bearing fruit and that together we are even better positioned to move companies like Warsteiner together and take them to a new level." The focus of the collaboration is on the strategic and creative direction of communication in order to position the Warsteiner brand more strongly in the competitive environment. DDB will start working on this immediately. 

Andreas von Grabowiecki, marketing director of the Warsteiner Group, "The decision to choose DDB was an easy one for us, as they convinced us with their strategically intelligent concepts, channel expertise and creative excellence. Warsteiner is a brand with great importance for the beer market and is constantly evolving. We are convinced that in DDB we have found a partner who will help us to further expand our market position."

Just last year, Warsteiner decided to make a creative new start . Among other things, they abandoned the long-standing claim 'The only true Warsteiner'. Less absoluteness, more joie de vivre, that was Grabowiecki's intention. The new claim is, 'Brewed for your moments'.