Krombacher x Wacken Open Air: Krombacher and Wacken Open Air join forces

2022–2024
Wacken Open Air
Wacken

Germany’s number 1 beer brand and Wacken Open Air, the largest metal festival in the world, join forces and combine their strengths to create a sustainable and eventful partnership.

Objective

Germany’s number 1 beer brand and Wacken Open Air, the largest metal festival in the world, join forces and combine their strengths to create a sustainable and eventful partnership.

The main partnership extends across all touchpoints and strengthens the market position of two iconic brands that could not be a better match. From a collaborative beer edition in national retail stores to an award winning campaign to protect endangered animal species - fans are invited to a journey full of surprises.

Concept

Overlooking the impressive double mainstage on a 17 metre high "Stammtisch" module, Krombacher offered fans a top-class experience with special guest appearances, ice-cold beer and the best view.

The brand presence was complemented by a Beerpong arena, as well as full brand availability and visibility across the Holy Ground. Krombacher and WOA also launched Growling Creatures, the first metal band formed by endangered animals. This unique project merges Krombacher's commitment to species protection with the Metal community, raising awareness for species extinction and giving endangered animals a powerful voice. They set a world record for the loudest crowd growl at Wacken Open Air 2024. The project has received over 22 industry awards for its songs, merchandise, and videos, continuing its impactful contribution to the cause.