The Krombacher Brewery showcases a strong presence at concerts and music festivals – both international and local – during the summer months, engaging in over 1,500 events, including the V and B Fest in France, the Glücksgefühle Festival in Hockenheim, and KulturPur in Hilchenbach (Germany). At Wacken Open Air 2024, Krombacher went beyond traditional event sponsorship to create a memorable experience. What' behind Krombacher’s in-event experience? Here are the intriguing details.
No other marketing platform is as closely tied to positive emotions as music events, especially open-air festivals. Attendees are usually in a good mood, which makes them more receptive to positive brand messages. At many festivals, the presence of certain brands even enhances the overall experience—so much so that they would be missed if they weren’t there.
This is certainly true for the beer brand Krombacher, which once again deemed its presence at this year’s Wacken Open Air (W:O:A 2024, 31 July – 3 August) a resounding success. Thanks to a sophisticated beer logistics system, with around 120 taps on the festival grounds and about 20 more in the Wacken village, Krombacher ensured that the more than 85,000 metalheads had ample access to their products throughout the weekend.
In total, more than 470 beer taps, approximately 2.8 kilometers of beer lines, and 590 meters of bar counters quenched the festival-guests' thirst. This year, around 80% of the massive volume of beer was delivered as tank beer to the north, ensuring not only high quality but also more sustainable logistics, as fewer truck transports were required.
Unlike traditional event sponsorships, Krombacher didn’t just make an appearance with logos and promotional materials at Wacken Open Air—they created several festival highlights of their own: 1) the Krombacher Stammtisch (regulars' table, beer bar), 2) a Beerpong tournament, and 3) a unique stage show to promote wildlife conservation.
The large Krombacher Stammtisch (beer bar) has been a central meeting point for metalheads at Wacken Festival for years. This area offers an optimal view of the two main stages.
The Beerpong tournament at W:O:A 2024 was the largest of its kind at any festival in Germany. In the specially designed Krombacher Beerpong Arena, metal fans could compete in over 450 games. More than 1,000 players participated in the tournament.
Another highlight was the "Growling Creatures" show. Presented by Krombacher and Wacken Open Air, this unique band project has been raising awareness about the threat to native animal species since 2022. This year, the metal band performed on the FASTER stage. Accompanied by a drone show, the "animal" protagonists – such as the bison, hare, and cuckoo – made the stage performance a true eye and ear catcher.
Cover Image: The Krombacher beer bar once again served as the central meeting point for metal fans at the Wacken Open Air Festival 2024 (Credits: Krombacher Brauerei GmbH & Co.)
Related Topics:
Brands and Events, Event Sponsorship, Experience Marketing, Live Marketing, Brand Experience, In-Event-Experience, Brands and Festivals, Krombacher, Wacken, W:O:A, Wacken Open Air 2024, Wacken Festival, Metal Festival, Music Festival, Live Event, Open-Air Event, Beer, Tasting, Festival Bar, Krombacher Stammtisch, Beerpong, Growling Creatures, CSR, Sustainability, Ecological Engagement
Summary: Brands at Festivals – Moving beyond traditional event sponsorship, Krombacher creates unique experience highlights at the Wacken Open Air Festival 2024. Krombacher’s in-event experience at Wacken Open Air.
