Rejuvenated Heritage Lagers

This German Lager Uses Heirloom Varieties Of Yeast and Malt

Youthful Berlin-based brewery Braugier is breathing new life into a heritage lager through the launch of 'Damals,' which makes use of venerated ingredients that played a big role in the pre-war development of German beer.

This particular beer was brewed by Braugier as part of a partnership effort with malt producer Weyermann, the German Hop Farmers' Association and the Yeast Center based in the Research Center Weihenstephan for Brewing and Food Quality of Technical University of Munich.

The 'Damals' heritage lager makes use of Weyermann Isaria 1924, a heirloom malt that first began making its way into beer nearly a century ago. This malt is a key ingredient in this revived lager, offering a gentle biscuit-type scent, delicate mouthfeel and a mildly sweet and malty flavor. Meanwhile, the yeast strain, Saccharomyces pastorianus Franconia TUM-35, is a famous strain that fell off the map for decades before experiencing a renaissance.

Image Credit: Braugier

Heritage Brewing Revival
There is an opportunity for breweries to explore and utilize heirloom varieties of yeast and malt to create unique and revived beers.
Partnerships for Unique Brews
Collaboration between breweries, malt producers, yeast centers and hop farmers can lead to the discovery and creation of unique and experimental beer offerings.
Traditional Ingredients, Modern Techniques
Applying modern brewing techniques for traditional ingredients can create a new spin on classic beers and entice a new generation of beer drinkers.

Industries Being Reshaped

Craft Beer
Craft breweries can explore and experiment with heirloom yeast and malt varieties, while engaging in partnerships to create unique, heritage beers to appeal to consumers.
Fine Dining Restaurants
Fine dining restaurants can provide unique beer offerings to pair with their menus, and utilize the resurgence of heritage lagers to highlight the authenticity and cultural relevance of their offerings.
Historical Reenactments and Festivals
Historical reenactments and festivals can provide educational opportunities to showcase directly to consumers the history and significance of using heirloom yeast and malt varieties in beer brewing.
SCORE
3.2 out of 10
GENDER
50% Men50% Women
MARKETTop markets: Europe
GENERATION
  • Gen Z
  • Gen Alpha
  • Millennial (primary audience)
  • Gen X (primary audience)
POPULARITY
Popularity 54%
Activity 27%
Freshness 16%