ERDINGER

Turning ERDINGER into the UK’s unofficial football beer

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BUSINESS IMPACT

ERDINGER strengthened its place in UK football culture, shifting from a traditional wheat beer to a relatable, conversation-driving matchday staple. Using football marketing, the brand became more visible, more talked-about and more resonant with younger drinkers, with over 53% of its social audience now aged 18–34, all while deepening loyalty among existing fans.

The Results

Over 7.2m social media impressions

12.2% engagement rate – 64x above the industry average

Weekly ‘Footie Friday’ Instagram Story quizzes accumulated hundreds of views every single week

The Task

ERDINGER needed to flip perceptions of wheat beer on their head and earn its place in modern football culture. The brief? Make the brand feel fresher, funnier and more relevant to younger fans - without alienating the loyal drinkers who already love it. Our mission was to use football marketing to reposition ERDINGER from “heritage German wheat beer” to a natural part of the UK matchday routine, tapping into real fan behaviour and elevating its role in football moments big and small.

Insight

Football isn’t just something ERDINGER fans follow – they feel it. Any UK social content featuring Jürgen Klopp, the brand’s long-term ambassador, or The Anfield Wrap would always outperform benchmarks, especially when it leans into shared humour or big cultural moments.

But younger supporters want something different: more humour, relatability and authentic behind-the-scenes access. The opportunity was clear: use football marketing that builds on ERDINGER’s football roots. The thing is, we had to evolve the tone, i.e. make the brand feel authentic, relevant and genuinely loved by the next generation, while strengthening what existing drinkers already value.

THE IDEA & EXECUTION

We put ERDINGER front and centre of football culture with a content-first strategy designed to meet fans where they already spend their time. That means social media, in the pub and in the thick of matchday conversation.

We kicked things off with a refreshed ATL campaign, evolving the brand’s look and feel with bold new Klopp assets built for social scrollability. Stills became punchy animated reels. Copy leaned into football slang, shared in-jokes and the kind of banter fans instantly recognise. And when Klopp’s shock exit hit the headlines, we reacted fast - switching to emotive posts that captured the mood of the moment perfectly.

Our partnership with The Anfield Wrap levelled up too. Weekly co-created content, big giveaways and exclusive behind-the-scenes teases from upcoming episodes kept ERDINGER embedded in fan culture and kept engagement high week after week.

To broaden our reach beyond Liverpool circles, we launched an influencer series with ex-Soccer AM host Robbie Knox. His “Ultimate Footie Day Out” gave the nation a humorous, relatable look at the perfect matchday - the pub, the atmosphere, the rituals, and of course, the ERDINGER. Funny, shareable and bang-on for younger drinkers.

Everything was supported with paid targeting, always-on reactivity and community management with just the right amount of cheek. That’s what kept conversation flowing and ERDINGER in the heart of matchday scrolls - before, during and after the whistle.

The client take

Football has always been part of our story in the UK, with Klopp as our previous ambassador, but this campaign took things to the next level. What’s particularly exciting is seeing just how engaged younger fans have been. The team at Richmond & Towers nailed it creatively and strategically, helping us tap into the passion of fans in a way that felt natural and exciting. The results speak for themselves - more reach, more love for the brand, and a solid step forward in getting ERDINGER in front of younger drinkers.

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