Adrenalin Motorsport and Beer Start-Up Quellmalz start in the NLS

Adrenalin Motorsport and Beer Start-Up Quellmalz start in the NLS

The champion car of 2021, the BMW 325i E90 with the number 1 will not only compete in the V4 class with a new line-up but also with a new sponsor: Quellmalz!

Everyone who comes to the NLS at the Nürburgring will experience how spring malt tastes. It is the beginning of a cult brand around beer, passion, emotion and lifestyle.

“There’s nothing you can say about your family name and often I had to explain my name. Inevitably, when you divide the name into spring and malt, the Americans in particular are struggling with my name and this derivation has helped”, laughs the Böblinger. For a long time I played with the idea of founding this brand and now it’s time.

QUELLMALZ is a registered word mark for beverages and it started on March 1st. Founding of the GmbH, brand presence, product development, branding and everything that goes with it to create the roll-out at the Nürburgring.
“Actually, it was my plan to have a beer on the market by the summer. Then came the chance to make a mark with adrenaline motorsport. With the opportunity to sponsor the 2021 championship car and thus to brand the whole car, everything turned out and I had to organise a lot in a few weeks to finish the “4/1” for the start of the NLS. That is done and it can be bought locally, “ explains Quellmalz, explaining the unusually fast brand roll-out.

“My affinity for any kind of sport showed early on and I am particularly interested in motorsport. My first 24h race at the Nürburgring, which I attended as a spectator, was more than 20 years ago.

For 3 years my son Jacob Erlbacher has been riding successfully at the Nordschleife and of course at Adrenalin Motorsport. Teamwork was and is very important to me and with Adrenalin Motorsport I have found a suitable partner, who also lives it. “
When the flood hit Rhineland-Palatinate and North Rhine-Westphalia last July, the Adrenalin team came to the aid of his driver Philipp Leisen Motorsport, who runs a local hardware store in Irrel. I myself spent one day with Philipp in August and helped. “Dismantling a shelf wall, removing the sludge and putting it back together was not a big deal, but it was important to do it”, explains Quellmalz. “I will never forget the picture of Philipp’s totally muddy racing suit hanging from the construction fence. ”
And so for him and his fellow drivers, Jacob Erlbacher and Oliver Frisse, there is not only a freshly foliated car in the QUELLMALZ design, but also new QUELLMALZ racing suits.

““The QUELLMALZ 4/1 is a naturally cloudy beer. It is produced in Eppingen near Bruchsal. Another criterion is to be visible right here. Afterwards, a wide variety of craft beer will follow, which reflect the spirit of the times and the current understanding of beer enjoyment. In addition to a special taste, it is important to us the ironing bottle and the The unmistakable signal after work has been done. Very important for everyone after every race. A ritual that we have been practicing since 2021, “ admits the 62-year-old manager.

The brand appearance is further supported by ʹHENRYʹ, a light blue 1954 Ford F100, which has found its way from Berlin to Böblingen since mid-March. “It was love at first sight, confesses spring malt and is not alone with it. He is not to be missed and with this truck we will be on the track with the QUELLMALZ 4/1 and also in the paddock.

“What we are going to do with ʹHENRYʹ on the spot is not yet revealed”, says Quellmalz.
Everyone who heard about QUELLMALZ in advance was thrilled. Now it’s about spreading that enthusiasm, telling people the stories and letting them taste them.

The first will be held on 26. 3. Written at the NLS 1 at the Nürburgring.