Knabe Malz Available in Retail Stores
– 1 min read
HandOfBlood's "Malztrunk" is now available in retail stores. Knabe Malz was first launched online in March and has been available in stores since May. Edeka and Netto Markendiscount are the first movers.
In cooperation with Krombacher subsidiary Drinks & More, Twitch streamer Maximilian 'HandOfBlood' Knabe is also bringing his malt drink 'Knabe Malz' to retail. Following an online launch, the 0.5 litre disposable cans are now available in Edeka and Netto stores.
The first batch of 150,000 cans sold out in 14 hours on launch day in March. In response to high demand, a further 100,000 cans were released for online sale each week in April. The first of these batches sold out within 30 minutes of being announced on the livestream. With support from the community, Krombacher's subsidiary Drinks & More was able to create facts with some retail partners. Knabe Malz is already available in five out of seven Edeka regions, and the product is even listed in Northern and Southern Bavaria and the Hessenring.
Netto Markendiscount is taking a similar approach and is testing the product in various metropolitan regions. Knabe Malz is available in many stores in Hamburg, Cologne, Berlin and Munich. A shop finder campaign has been launched on Knabe Malz's Instagram channel: community members can post in which shops they have found Knabe Malz. The influencer and his team will document the finds.
HandOfBlood is one of Germany's most popular variety gaming YouTubers, and since his livestream comeback in January, he has also become one of the leading creators on the Twitch platform. He is best known for his eSports team Eintracht Spandau, whose jersey now features Knabe Malz. In July, he will launch his next event at the Uber Eats Music Hall: the Influencer Darts World Championship 2024.
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