Currydurst - advertising gimmick with beer and ketchup

First comes thirst, then the sausage ? Or perhaps both at once? Hamburg's cult brand Astra Bier and the northern German spice manufacturer Hela have partnered on an unusual project, launching a beer called "Currydurst" on the German market. A marketing coup – a loving homage to the snack culture between the Elbe River , the harbor, and the Reeperbahn .

Astra is St. Pauli cult

Astra has long been a part of Hamburg's local culture . InSt. Pauli , home to the harbor and the erotic bars, Astra has long been a part of everyday romance. Its roots go back to 1647, when a Flemish brewer in the north of Hamburg first brewed a beer called "Bavaria" beer, even though it had nothing to do with Bavaria .

Photo from 1960: Street scene with cars in front of a police station. — Davidwache on the Reeperbahn in the 1960s Image: Uwe Marek/picture alliance

It would take almost 300 years before the Bavaria Brewery merged with the Actien Brewery from St. Pauli: In 1922, the Bavaria-St. Pauli Brewery was founded, whose beer, the "Astra Urtyp," was henceforth served throughout the Kiez, as the people of Hamburg affectionately call their district.

New identity with heart & anchor

The 1990s were turbulent: The brewery changed hands several times until it threatened to close in 1997. The city of Hamburg finally came to the rescue and purchased Astra. That same year, the other major Hamburg brewer, Holsten, took over the traditional brand and decided to give it a facelift.

Under the motto "Astra. What's wrong with that?", they launched a bold advertising campaign with a new logo: the heart-shaped anchor, symbolizing the connection to life in the neighborhood. Since 2000, this symbol has been the brand's trademark—rebellious, idiosyncratic, typically St. Pauli—the Hamburg neighborhood with the most honest football club , the Reeperbahn, and its colorful, rugged people. The logo is a statement for diversity, tolerance, and local flair.

Hela: From herb trade to global spice manufacturer

Hela stands for Hermann Laue. The merchant founded his spice business in 1906 – also in Hamburg. The company headquarters were conveniently located right next to the Hamburg slaughterhouse, which Hela supplied with salt and spices. In 1963, the company scored a coup with its "Curry Spice Ketchup," which has since become a ketchup legend. The red sauce is a combination of tomato ketchup, sweet spice, and a mild curry flavor.

People stand in front of the spice manufacturer's building - in front of it, a woman presents bottles of ketchup, picture from the 1960s. — In 1963, a curry sauce was launched that would become a cult classic. Image: Hela Gewürzwerk Hermann Laue GmbH

It was invented in response to the growing popularity of the currywurst, which had been invented in Berlin a good 15 years earlier and was served with spicy tomato sauce. The new curry flavor from Hamburg perfectly complemented the sausage and thus spread to every snack bar across Germany. To this day, the sauce, in its typical large red plastic bottle with the yellow label, remains one of Germany's most iconic brands, and is also popular on several continents.

Affinity to pop culture

Both traditional companies not only share a common heritage—they also share an affinity for pop culture, with a wry and witty attitude. Astra, known for cheeky marketing campaigns, deliberately plays with taste expectations: "Some people ask themselves, 'Is that possible?' We say, 'It has to be!'" states the accompanying press release.

a portion of currywurst with fries, a filled glass of beer, a bottle of beer and a bottle of ketchup placed next to each other. — Separately, currywurst and beer go together. Together, that remains to be seen... Image: Astra Brauerei St. Pauli GmbH

Hela also displays a certain sense of humor: "Our ketchup has been paired with sausage for 60 years – now with beer too." Whether "Currydurst" remains a short-lived advertising gimmick or becomes a cult drink remains to be seen. The beer is still strictly limited – only 2,000 liters were brewed – and only available for a short time. One thing is certain: The combination of regional pride, quirky humor, and interesting flavor is sure to attract attention – and not just in the neighborhood.

Fun fact: "Currydurst" will be served for the first time on August 16th at the "Astra Stechen & Zechen" festival, which takes place at the Astra Brewery in Hamburg and offers a platform for craft beer brewers and tattoo artists. Drinking beer and getting a tattoo – it doesn't get much more Kiez than this.