How does a product with a dusty image become a cult brand with a growing fan base? The Krämer wine press from the Odenwald region has achieved this feat with high-quality cider. Traditionally, this is served in a pottery jug with a potbelly, the so-called “Bembel,” but there is another way.
FROM APPLE WINE TO CULT BRAND
Winepress manager Stefan Krämer was immediately enthusiastic when two design students presented him with the innovative marketing concept “BEMBEL WITH CARE” in 2007. The basic idea: traditional wine press art and characteristic Odenwald apple varieties meet a modern design that appeals primarily to young people Krämer jumped right in and had his cider bottled in black party kegs with the striking inscription “BEMBEL WITH CARE”. The familiar 0.5-liter cans followed a year later, and in 2013 the multi-award-winning premium sparkling cider came in a black 0.75-liter bottle. Today, the modern interpretations of the “Hessian national drink” can be found in over 8,000 outlets.
NEW FILLING PLANT AT HOME BASE
The fact that the designer cans are now regarded as cult objects is also due to selected promotional activities, such as the 24-hour race at the Nürburgring or the heavy metal festival in Wacken in northern Germany. The trendy “canned fruit” is even exported to the vacation island of Mallorca. In order to be able to meet the growing demand and at the same time secure the location in the Odenwald, the family business started the construction of a new production and storage hall plus administration building in 2021. “With the expansion of the wine press house, we have finally united all work and storage processes, saved on transport routes, and significantly increased our capacity,” explains Stefan Krämer.
After careful consideration, Stefan Krämer chose a RENNER S Combi for the labelling machine of the new filling line, which can apply both wet glue and self-adhesive labels to various formats. Decisive for the choice of supplier were, in addition to the good references, above all the solid machine construction with outstanding accessibility as well as the superior processing of a wide range of formats. For example, the S1800 Combi not only labels all of the winepress’s disposable and returnable bottles in sizes from 0.33 to 1 l with wet glue, but also smaller batches of export cans. These are given a selfadhesive label in the matching colour to cover the deposit logo and declaration.
STRONG COMPLETE PACKAGE
“Our new labelling partner has met all expectations,” sums up Stefan Krämer. “Label fit inspection, Date printing, and fill level control have been perfectly ntegrated. In addition, the non-contact container alignment offers interesting future options, such as the use of relief bottles. “We are absolutely satisfied with the overall package, the performance and the support from RENNER.
„The Combi machine runs reliably and offers us a lot of potential for the future. I would buy it again in a heartbeat.“