With Heidelberger Brauerei, Max Spielmann has done us Heidelberg locals a huge favour 🏰 🍺
By taking over and strategically repositioning Heidelberger Brauerei (established in 1753!), he is making sure our long-standing Heidelberg beer brand does not simply disappear from the market 🙌
And honestly, that would have been a real shame.
Heidelberger beer is part of #Heidelberg.
Of course, the market is changing. Consumer habits change. Brands need to evolve. Design, communication, positioning — sooner or later, all of it needs updating. And that is exactly what has now happened 💪
Max, who also owns another beer brand with a long history, “Weldebräu”, spoke very openly about this at our latest 🏰 Dinner im Schloss event.
How they arrived at the new design.
What the new messaging is.
And why taking responsibility as local entrepreneurs mattered to him.
I am very curious to see how the brand develops.
Once again, a heartfelt thank you to Max for sharing the story so openly 🍻
Original post on LinkedIn (German)
Originally published on LinkedIn on 9 July 2026. References to dates and events reflect that time.
