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trailer world issue One 2009

24 Issue One 2009 payment is due: a favourable, flexible and re- liable solution for the customer. These external procedures are a new ex- perience for the branch. “The advantage for our customers is that in the end, their ac- tual location is not crucial for their success. Which of course is particularly important for a remote brewery such as Rothaus”, says Frank Haarhoff, managing director of HLS Distribution + Logistik GmbH. The ser- vice provider always has about 5,000 crates in stock – sufficient for just three days. The order situation is good. HLS sends a truck and trailer to Grafenhausen every day to col- lect 1,300 crates of Rothaus beer. Tannen- zäpfle enjoys the comfort of the warehouse, protected from dust, never too hot and never too cold. To fulfil the regulations stipulated by food legislation, records are kept for eve- ry bottle, noting who it’s been sold to. As a rule, the warehouse also sends a truck and trailer of beer onto the road every day to keep customers supplied. In this way, about 25,000 crates pass through the warehouse each month. It is run on the first-in first-out principle to keep the beer as fresh as possi- ble. Once the beer has been sold and drunk, the same service provider brings the empty bottles back to Grafenhausen again. HLS supplies the beer to the “forward ramps” – this refers to the beer wholesalers throughout Germany where the individual markets and dealers can collect or be deliv- ered directly with their goods. The original “ramp” is the brewery. The phrase originates from the days when the trucks were loaded manually using push carts. Today forklifts are used in the brewery, at HLS and by the wholesalers for lifting 160 crates at a time. It takes less than 30 minutes to load and un- load a complete truck. And not much longer to get the beer into the shop. 10625 Berlin Here it is then sold to peo- ple like Angelo Ambrosetti, a beer retailer in Berlin. His shop offers specialities from all over the world. “We sell 600 types of beer, the largest range in the city”, says Ambrosetti. He claims to have “discovered” Tannenzäpfle for the capital as one of the founders of the new trend for the Rothaus bottle: “I tried the beer for the first time while on holiday on Lake Constance and wanted to bring it to Berlin.” Just as he brought Warsteiner beer to the city at the end of the ‘70s, followed by oth- er regional specialities such as Augustiner, or Riedenburger, the current ecological hit. It wasn’t always easy: it took a long time for him to find a dealer to bring Tannenzäpfle from Grafenhausen. Nobody knew about the beer so it didn’t sell well at first. But Ambrosetti persuaded two bars in Berlin-Kreuzberg to start offering Tannenzäpfle and the word soon got ground. Meanwhile the beer specialist sends off or- ders once or twice a month for a whole jug- gernaut straight from Grafenhausen – and supplies the beer to the city’s pubs and res- taurants, including the Schwarzwaldstuben. 79865 Grafenhausen-Rothaus Rothaus is successful without having to advertise: no TV spots, no posters, no campaigns. It of- fers visitors a guided tour of the brewery and there’s a fan shop too, not to mention the “Rothaus Zäpfle parties” where 1,000 Zäp- fle can be won, with a Mr. and Mrs. Zäpfle competition, and flirting on the big screen or by texting. There are plans to set up a Zäpfle path that takes people around the brewery, following the route taken by the beer in the course of its production. The brewery aims above all to enhance sales in the region with a greater focus on keeping existing custom- ers rather than acquiring new ones. “It’s nice for us to see that they love our Tannenzäpfle in Berlin or Hamburg. But that doesn’t mean we really understand it,” says Christoph Ebers, deputy sales manager at Rothaus. He knows that “You can’t build the future of a brewery just on a trend. The development in Berlin is part of our success, but first and foremost we are a beer here for the local re- gion.” (jg) 30 minutes for a load of beer A beer makes itself known Photos:HLS,Zappner Reportage Info For more information about the Badische Staatsbrau- erei Rothaus, go to www.rothaus.de. The website of Berlin’s wholesaler Angelo Ambrosetti can be found at www.ambro- setti.de. The Schwarzwaldstuben restaurant in Tucholskystr. 48 in Central Berlin is open every day from 9 a.m. to 2 a.m..

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