Uber's brand history

Gleitz, once the capital of the southeastern German principality of Royce, is a city with centuries-old beer brewing tradition. At that time, Weiss elster, a town dominated by craftsmen, had started brewing beer in municipal breweries.

148 1 Glades Municipal Policy Yearbook records the promulgation of the regulations on the management of brewing. Unfortunately, with the change of time, this precious original rule has not been preserved. The Regulations on Brewing Management promulgated on September 12 1575 is the first regulations on brewing management handed down from generation to generation in Gleitz.

/kloc-During the industrialization development in the 9th century, with the establishment of 187 1 German Empire, Glades also experienced unexpected economic prosperity and population growth. Especially during the reign of Marquis Heinrich III, a large number of large textile mills and printing and dyeing factories were established in the new urban area of Obakhta.

1872, the forger Ferdinand Weiss and the nail maker Carl Schuster established a brewery in Obakhta District-Fieldroschen Brewery, which is the predecessor of Yubrau Brewery.

Due to the economic prosperity during this period, they applied to build a new factory in Cherich Bach in 1877 and completed it in 1879. As the new factory is located in Bach, Ceric, people affectionately call their beer "Ceric Beer".

In the following years, the quality of "Cherich Beer" won a lot of praise, and a large number of restaurants in Glitz changed from selling "Cherich Beer" alone to participating in this well-run brewery and becoming partners. From 1893, Flantz Weidemann, a new partner, and Carl Horn, the owner of the restaurant, began to jointly manage the partnership winery.

According to the business requirements, the restaurant of Fieldroshen Brewery was expanded in 1894, and became a beer house with an expanded ice room and a modern elevator. Unfortunately, the good times did not last long. 1A fire on September 27th, 895 destroyed the brewery and temporarily stopped the vigorous development of this young enterprise. After the fire, the brewery began to resume small-scale production in the emergency shelter. Meanwhile, the new factory began to be rebuilt.

Flantz Weidemann

1896, Fieldroschen Brewery was registered as a company, and Karl Horn and Flantz Weidemann became shareholders. In the third year after the catastrophic fire, a brand-new four-story decorative brick building with prosperous characteristics was finally completed. The rebuilt brewery not only expanded its scale, but also greatly improved its production capacity.

According to the drawings of the expanded building in historical materials, in addition to the brewing workshop, there is a fermentation room and two ice rooms on the first floor of the newly expanded factory building, as well as a huge barrel storage hall and barrel making workshop. The second floor is the cooling equipment room, the third floor is the big cold storage room and grinding room, and the fourth floor is the special malt storage room. /kloc-More than 0/00 years ago, Flantz Weidemann and his shareholders planned and built such a fully functional facility. Today, we witnessed it with our own eyes. Fieldroschen Brewery has opened a new period of prosperity.

1904, Flantz Weidemann Company expanded again, adding a large loading and unloading hall, which played a great role in improving the loading and unloading efficiency.

1905, Carl Horn, one of the shareholders of the company, died, and Flantz Weidemann became the sole shareholder of the company.

The beer produced by Fieldroschen Brewery has gradually won a high reputation. Not only in pubs and hotels in Glades, but also in the surrounding areas.

1906, the company cooperated with the engineers in Chemniss to transform the cooling system of the winery. After the completion of the advanced main transformation project, the product quality has been further improved.

19 10, all kinds of beer produced by the company were well received and distributed to the main dining places in Gleitz and surrounding areas.

During this period, the company also won the "Quality Assurance Medal" awarded by Prince Haru XIV of the Principality of Royce.

In order to celebrate the company's highest honor in history, and to congratulate the company on reopening after the reconstruction of 19 10, the family was fortunate to invite Princess Ada of the royal family to attend the opening ceremony and banquet.

The ceremony and banquet also created a beautiful legend of Youblau Beer: After the ceremony, Princess Ida and the son of a brewer in the company fell in love deeply, and this relationship was kept secret for a long time. However, their love affair was unfortunately discovered by the royal family, which not only prohibited Princess Ida from meeting the brewer's son, but also drove the brewer's son out of Gleitz.

The son of the brewer, in the pain of being fired and lovelorn, made the special taste of beer through repeated experiments. This is a kind of beer with low alcohol concentration after brewing, but rich in vitamins and minerals. Drinking it can improve the skin and have a cosmetic effect, and women will become more beautiful after drinking it. This is the winemaker's son who wants to convey his mind to Princess Ida through this wine, so that her youth can last longer. After so many years, if the winemaker's son can come back and see the princess again, the princess still seems to have the beautiful face they loved deeply.

Since the brewer himself has nothing to do with this matter, the company continues to employ brewers. He combined his son's beer formula with the brewing technology of "Munich Art" in southern Germany, and also brewed "King Beer" to commemorate the royal family. The formula and brewing technology of "King Beer" is the technical predecessor of brewing Uber beer. She not only symbolizes the elegance of the royal family, but also has a beautiful story.

"King Beer" won the "Gold Award for Excellent Beer Brewing Quality". Even after the First World War and the abdication of the German emperor in 19 18, Fieldroschen Winery Company still maintained a good development momentum.

Time flies, 1928 In Germany, trucks have been used instead of carriages as means of transportation. The company also adapted to the development of the times and transformed a hall near the winery: part of it built a spacious car parking lot; Part of it was rented out and transformed into a big gymnasium and restaurant. After using trucks as transportation tools, the efficiency of beer transportation is higher.

In addition to the selection of brewing raw materials, the inheritance of formula and technology, and even the ice cubes used for refrigeration, the company has long used the designated water source near the company's winery.

In the early 1930s, the company had about 30 employees. Everything from winemakers and barrel makers to wine drivers. At that time, in order to ensure the process inheritance, the wineries of the company all trained their own apprentices, so that the trained winemakers and winemakers understood that the development of the company was closely related to their entire career.

193 1 year, Flantz Weidemann died, and his family still lived in the villa next to the company winery. His widow Erna Weidemann and their daughters Frida Rabe (eldest daughter) and Ilsa Fossel (young daughter) became the new shareholders of the winery. The head of the new generation business is the eldest son-in-law Heinrich Rabe. Until the end of World War II, Heinrich Rabe was arrested by the Soviet authorities as a factory owner, and his whereabouts were unknown. He was in charge of the company winery until 1945.

Flantz Weidemann's family.

Since the Nazi Party of Germany gained the ruling power in 1933, by 1939 when World War II broke out, wartime raw materials could only be rationed, especially almost all male employees had to perform military service. Therefore, the difficulty of hiring employees and purchasing raw materials has been puzzling Heinrich Rabe, the head of the winery. In this case, although Heinrich Rabe tried his best to exempt employees from military service, in the end, the company's beer production fell to a small part before World War II.

At that time, the company's brewery was able to brew many types of beer. Even because of the shortage of wheat raw materials, rice was used as brewing raw material, and conspicuous stirrup seal and rare bottle packaging were invented, which became the symbol of Fieldroshen winery products. Excellent quality comes from the inheritance of successful brewing tradition before the war, especially "Urbr? As the company's brands, U "(you blau) and Youblau beer, as the specialties of Glades, began to spread widely and won high praise from customers.

Max Fossel, a businessman who married his second daughter Ilsa Weidemann and joined the family business, began to lead the company's winery to resume normal production after 1946, with about 20 employees.

1968 Peter Fossel took over the family business from his father, Max Fossel, and became the third-generation head of the winery of Youblau Company. He is not only a winemaker in charge of winemaking technology after formal study, but also the head of winery management.

1On April 20th, 972, like most small and medium-sized enterprises in the period of GDR, the winery of Uber Lao Company was confiscated and nationalized. The winery first continued to operate as an "independent private enterprise", and then merged into Glades Commune Winery on 1975 through the enterprise joint policy. As a result, the winery of Youblau Company fell to the lowest point in history. In the company's history, the Youblau beer produced by Cherich was discontinued for the first time.

Until the reunification of Germany in 1990, like many other enterprises that were in trouble due to the socialist planned economy in the Democratic Republic of Germany, Ubrau Winery also stopped production. Most workers who have not reached retirement age can only receive technical training for re-employment, while Uber Lao's winery can only produce non-alcoholic drinks at one time.

1990 10 10 After the reunification of Germany on 3 October, the original owners of the winery, Peter Fossel and Waltraud Fossel, can apply for repossession of their family business through a trust agency. 1992, the re-privatization of this century-old enterprise was finally approved. Through the loan, the winery was reorganized into a joint-stock company of Gleitz and Fieldroschen, and Peter forssell, as a brewer, resumed brewing the former beer varieties.

1April 26th, 993, the first batch of "Gleitz Urbr? U "(you blau) beer was successfully bottled. As a traditional symbol, the stirrup-type bottle-buckle type has also been continuously adopted.

20 13, Uber Lao (China) beer and beverage co., ltd laid the foundation stone in Handan, Zhao Yan, the ancient capital of China. The newly-built German Beer Industrial Park covers an area of 400 mu, adopts a complete set of German Krans equipment, and follows the beer pure brewing method promulgated by 15 16. /kloc-for 0/40 years, Uber Lao brand has experienced changes in the world, times, technology and quality, and will re-write its fascinating new chapter in China.