Hallertau, which is one of the largest and most well-known hop growing areas in Europe, was granted a Protected Geographical Indication (PGI) from the Commission earlier in the year.
Regional credibility
This means that beers produced with hops from Hallertau have protected rights over the employment of the name. To enable brewers to advertise their use of Hallertau hops, AGHG launched a label at Brau Beviale in Nuremberg, Germany, this month that can be displayed on bottles or in advertising and promotional material.
Otmar Weingarten, managing director of the Association, said the new label and logo is the culmination of seven years of work. Weingarten told BeverageDaily.com that the label assures consumers of the traceability and authenticity of the hops in their beers.
In addition, the hop industry representative said it will serve in the long term to build knowledge and understanding of Hallertau hops.
Small brewers
Meanwhile for Stefan Stang, managing director of Private Brauereien, a German association for small brewers and co-organiser of the European Beer Star awards, the new Hallertau offers a means for smaller brewers to stand out.
Stang told this publication that having the new logo on bottles will give small beers a mark of regional credibility.
As big brewers cut their prices in face of declining overall beer consumption, he said regional marketing is an important way for smaller brewers to distinguish themselves.
And Stang is confident that the strategy has the potential to be a success as customers look for more original, local and distinctive beers. In this regard, the association head said the craft brewing phenomenon in the US is an inspiration for smaller brewers in Germany and a model that the industry is working to import.