trailer world issue One 2009

Rubrik 22 Nummer Eins 2009 10711 Berlin, Tucholskystraße 48 Spaetzle with a tasty sauce, antlers on the wall and rustic wooden decor: Black Forest in Berlin can be found in the “Schwarzwaldstuben” restaurant. Tannenzäpﬂe is also available here, to the great pleasure of South-West Germans living in the capital: they really enjoy their beloved beer here so far from home. But meanwhile the Tannenzäpﬂe is also ordered by peo- ple from far and wide with many diﬀerent accents and dialects. The beer has set a trend and acquired a cult following all of its own – whether in Berlin, Hamburg or Cologne. It’s just that little bit diﬀerent, which is why people like it. The “Schwarzwaldstuben” restaurant in Berlin plays with the attitude normally taken by the capital towards the provinces: if it’s normally uncool, then it’s cool here. With Tannenzäpﬂe as the perfect accessory. Bars, pubs and clubs oﬀering Tannenzäpﬂe are rare and the absolute hit. It gives them an image that simply doesn’t get conjured up by lo- cal brands such as Berliner Kindl or Berliner Pilsner, no matter how much they pay for advertising to court the young target group. Black Forest and the big city: 798 km lie between these two worlds, motorways, main roads and twisty lanes up into the hills. Rothaus-Pils has to be delivered swiftly to keep it available and make sure it is fresh: beer can only be kept for six months. Biergit herself wouldn’t cope: it’s sure to take her a good two weeks to reach Berlin on foot. And then of course she’d be missed back home: nearly 90% of Rothaus’s out- put is sold in the brewery’s own region, with only about 10% going to the rest of the country. Even so, it should always be available reliably wherever there’s a demand. That’s a lot of distance to be covered, for a comparatively small contribution to sales – a real lo- gistics challenge. Rothaus serves the local region with its own ﬂeet. These vehicles come for example from the specialist Zikun in Riegel am Kaiserstuhl and are ﬁtted with a frame structure inside the vehicles to secure the beer crates. Some vehicles travel all across the region on regular tours in a radius of 50 km around Grafenhausen. Seven 40 ton trucks bring the beer to dealers and catering outlets in Baden-Württemberg, setting out from Grafenhausen and three Rothaus sales branches to deliver beer to Freiburg, Baden-Baden, Constance and Lake Constance. But when it comes to bringing the beer way beyond the state borders, the brewery turns to external hauliers. When a whole juggernaut leaves the premises, as often as not it will be heading from Rothaus right across Germany straight to its destination. Where smaller quantities Rothaus produces 900,000 litres of beer each year, with nearly 90% consumed directly in the region. Berlin: »If it’s nor- mally uncool, then it’s cool here.«

trailer world issue One 2009

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