Is Reinheitsgebot still relevant?
BE Reinheitsgebot

For almost 500 years, the German beers have followed a purity law called Reinheitsgebot, which consider beer only those brewed only with water, barley and hops (yeast was added later, after its discovery).

Such law was created in Bavaria in 1516 to prevent fraud, some may say. But in fact, it was necessary to control the crops used to brew beer to save those used to make bread.
And over time, it became synonymous with high-quality German beers.

But this purity law is losing its relevance, according to K&A BrandResearch, specially among young Germans.

The study shows the Reinheitsgebot is still important for the more experienced German beer consumers – more than 60% of the people over 60 years old consider it very important in their buying behavior. On the other hand, only 25% of those younger (30 years old and younger) agree with this position.

The research shows also that less than 40% of the population thinks that the idea of the law is very attractive.

The findings are reflected in the market, with the increasing sales of import beers in the country.

Some believe that a 500-year-old law should be respected because it represents tradition. The German brewers Association even requested this laws to become part of the Unesco’s World Heritage.

On the other hand, some believe that a mechanism that controls what goes inside the beer blocks creativity.

It is hard to say which side is correct. I believe both has its strong points and should be able to brew their products and let the market decide.

But the market is showing that the days of the German’s Purity Law maybe over soon.


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