German Radler: Drinking beer for the sake of German cycling

The partnership between German Cycling and Domäne Ostsee is taking shape. The Brohmer Landbräu German Radler 0.0, announced in July, is now available. The Brohmer Landbräu brewery produces the drink in Mecklenburg-Western Pomerania. The blend of non-alcoholic lager and lemon is aimed at cyclists and recreational sports enthusiasts.

Ingredients: German Radler

The Radler contains 0.0 per cent alcohol and is made from organic ingredients. Its isotonic properties make it an ideal drink for sport and leisure. The artisanal brewing process in Mecklenburg-Western Pomerania is intended to promote regional economic growth. Bernd Dankowski, President of German Cycling, explains: “Until now, German Radler was mainly just an idea. Now we have the first bottle right here in front of us – and it’s turning into something very real.”

Promoting cycling

For every bottle sold, ten cents goes towards supporting German cycling. Dankowski says: “We particularly like the simple idea behind it: anyone who buys German Radler is also supporting German cycling. Ten cents per bottle may sound like a small amount at first. But when you add up lots of bottles, it can make a real difference.” The money goes directly to German Cycling.

German Radler Sales

At launch, sales will be handled via german-radler.de. The drink is also set to become available in shops at a later date. Events and other opportunities within the cycling community are planned as sales channels. Blundstone Osterberger, Branding & Marketing at Domäne Ostsee, explains: “With the German Radler, we wanted to create a product that fits perfectly into the world of cycling: non-alcoholic, refreshing and closely linked to the region.”

Cycling tourism in Mecklenburg-Western Pomerania

The partnership between German Cycling and Domäne Ostsee extends beyond the drink itself. Three regular cycle tourism routes in Mecklenburg-Western Pomerania are available via the German Cycling Tours app and the recreational sports calendar. The Kurhaus Bad Doberan and the Hotel & Weingut Schloss Rattey have been certified as cycle-friendly partner hotels by German Cycling. Domäne Ostsee brings together North German brands specialising in gourmet products, manufacturing and hospitality. Its portfolio includes the Schloss Rattey Winery, the Inselmühle Usedom, Küstenkeks and the Mönchhagen manufactory.