Krombacher and W:O:A organizers announce beer cooperation

Photo Credit: WOA Festival GmbH
f.l.t.r.: Holger Hübner (W:O:A co-founder), Philipp Raddatz (Managing Director Marketing & Sales at Drinks & More), Thomas Jensen (W:O:A co-founder)

Krombacher and W:O:A organizers announce beer cooperation

The organizers of Wacken Open Air and Krombacher Brauerei will be doing business together for the next five years - in addition to serving beer at festivals, the new cooperation also includes joint campaigns, for example on the subject of sustainability.
Thomas Jensen, W:O:A co-founder about the new cooperation: 
"As we all know, metal and beer belong together, so we are extremely pleased to be able to enter into a partnership with Krombacher. This not only ensures that our legendary beer pipeline will bring liquid gold to the metalheads for the next years, but also that we can engage in exciting activities on site and beyond." 
With 75,000 visitors from over 80 nations partying together to over 100 bands, Wacken Open Air is one of the biggest metal festivals in the world - a tradition that began in 1990. Krombacher can look back on an even much longer history:  In 1803, the brewery was mentioned in a document for the first time and is still family-run today. All Wacken fans can look forward to Germany's most popular beer brand. The partnership with WOA Festival GmbH, organizers of W:O:A and more, is the first festival appearance in the company's history. The aim is not only to quench the metalhead's thirst, but also to use exciting modules for festival operations. Joint sustainability projects will also be a focus of the cooperation.
"Wacken Open Air and Krombacher are two strong brands that will break new ground together. Together we want to establish creative activations and sustainable measures that will inspire fans," says Uwe Riehs, managing director of marketing at Krombacher Brauerei. "For us, it is something absolutely special to embark on the path of festival activation with the W:O:A. We are very much looking forward to this long-term partnership with the festival," adds Philipp Raddatz, Managing Director Marketing & Sales at Drinks & More and responsible with his team for Krombacher's festival activation.    
"Metal - that is pure enjoyment and absolute passion. For our fans and us, beer is simply part of it," comments W:O:A co-founder Holger Hübner"We can't wait to be able to toast on the Holy Ground in person again - with a Krombacher in hand!"
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