Saved By Beer
Bringing markets, people and companies together – that is one of Grainli®’s great strengths. When countless restaurants were forced to dispose of their beer stocks in Corona times, we came up with a smart idea: the beer was not poured away, but the alcohol was distilled and used to produce disinfectant called “Saved by Beer”. This was sustainability on the point in social, ecological and economic terms!
Barbarossa I am
Instead of only talking about other beers, we wanted to brew our own. In collaboration with experienced master brewers, the brand “Barbarossa I am” was launched in 2021. Together, four different barrel-aged craft beer recipes were created: Gose, Imperial Stout, Porter, and Hansebock.
The name “Barbarossa I am” is inspired by Friedrich I (known as Barbarossa), who granted the city of Hamburg a charter in 1189, enabling the trade of grain and beer. What could be a better fit for Grainli®?
Until 2026, we had the privilege of developing this project with great passion alongside outstanding partners. During this time, we introduced new beer varieties as well as a whiskey and a beer spirit, both released under the Barbarossa I am brand.
As this project comes to a close, we look back with gratitude on many exciting years, inspiring collaborations, and exceptional products. We are proud that “Barbarossa I am” has been part of our story.
Braumarkt
Braumarkt was a joint venture between Grainli® and Brian Schlede. With a retail store in Hamburg and an extensive online shop offering more than 5,000 products, Braumarkt became a go-to destination for homebrewing enthusiasts, providing everything needed for brewing beer, making cider, or even crafting cheese at home.
The offering was complemented by the Braumarkt Academy, the Braumarkt Service Laboratory, and the Braumarkt Microbrewery. Together, these services created a comprehensive ecosystem that supported hobby brewers with expertise, high-quality equipment, and hands-on experience.
We look back with gratitude on the years we spent developing Braumarkt and the many milestones we achieved together. It was an important part of our company’s history, and we are proud to have played a role in its growth and success.
100 years of BayWa
For BayWa AG’s 100th anniversary, we came up with a special gift. A limited edition of one seasonal beer designed in the look of BayWa. The design of the bottle is inspired by our beer brand “Barbarossa I am”, but was adapted to BayWa especially for the anniversary. The bottle features the Frauenkirche in Munich, as well as the Michel and the Speicherstadt in Hamburg. With this creation, we would like to take up the BayWa motto “We unite worlds” and express our solidarity with BayWa. The limited edition will not be available for purchase and was produced uniquely and exclusively for this occasion.
Beer I am
The Beer I am podcast, created by Andries de Groen, was a great success for our subsidiary. As an international podcast for beer lovers as well as entrepreneurs and employees in the beer industry, the project, which was launched in 2020, quickly raised its profile. This led to new formats and products, including the ‘Beer I am’ app and even its own beer brand. Andries did this in his spare time “out of love for beer and the people who brew it”. “Beer I am is for anyone who wants to get an insight into the entire beer value chain and hear stories about beer. The podcast was a project during the pandemic lockdown and generated a lot of excitement around the topic of breweries, brewers and people in the industry. However, the last episode was produced and finished at the end of 2021. We are always happy to support individual and innovative ideas!
