Neumarkter Lammsbräu: brewing beer for Greens

Abstract

This case describes a small brewery in the South of Germany, which in 1975 decided to go for ecological production. The ensuing innovation process encompassed most of the company’s activities: new supplier relationships were built, production processes were adapted, the products were one by one converted to ecological production, and all activities of the company were subjected to an ecological audit. In contrast to most other cases, this is therefore not a case about incremental product innovations or about major R&D-driven process innovations. It shows how a traditional production orientation and the early perception of a major societal trend in combination can result in comprehensive innovation. It also shows how a lack of consumer knowledge makes it difficult to evaluate whether the innovation process will lead to a long-term success.

Our thanks to Dr Franz Ehrnsperger, owner and manager of Neumarkter Lammsbräu, for the time taken for the interview and for permission to use this case.