Thomas Müller Becomes the New Brand Ambassador for ERDINGER Weissbräu

When two Bavarian icons come together, goosebumps are guaranteed, and this will be the case when football star Thomas Müller becomes the new brand ambassador for the private brewery ERDINGER Weissbräu on 1st January 2026. 

Hailing from the Alpine foothills, south of Munich, Müller embodies the friendly and no-nonsense approach of the unmistakable Bavarian way of life like no other. These are values that fit perfectly with ERDINGER: inspiring people and spreading the traditional joie de vivre the region is known for.

"With Thomas Müller, we have gained not only an exceptional athlete, but a true legend. He stands for authenticity, down-to-earthness, team spirit and passion. These are precisely the values that have always characterised ERDINGER. Together, we will launch unforgettable initiatives and create powerful, emotional campaigns," Dr. Stefan Kreisz, spokesperson for the management of ERDINGER Weissbräu, to That's Food and Drink.

Thomas Müller is also looking forward to the partnership with great anticipation: “For me, ERDINGER is more than just a brewery. It is a Bavarian cultural asset, representing the pure joy of life and is a piece of home. I am really looking forward to this partnership and am proud to join the ranks of well-known ERDINGER advertising campaigns.”

Müller's sporting career is as impressive as it is unique: a 2014 World Cup winner, he has achieved numerous German championships with FC Bayern Munich, personal awards, and top rankings in the FIFA Ballon d'Or. 

He has long since reached legendary status in German football and is now causing great excitement at his new club, the Vancouver Whitecaps. Against the backdrop of the 2026 World Cup in North America, his international commitment gives ERDINGER Weissbräu's global presence a new boost, especially in Canada and the USA. 

But fans in other countries also have something to look forward to with planned campaigns expected to attract attention in restaurants, off-licences and on social media – naturally with the typical blend of humour and tongue-in-cheek wit that connects Thomas Müller and ERDINGER.

The appointment of Müller as ambassador follows the successful partnership the brand achieved with Jürgen Klopp which immortalised the phrases 'Never Skim an ERDINGER' and 'Don't forget the Best Bit'.

ERDINGER Alkoholfrei Gearing Up With Ribble Cycles for Active Lifestyle Promotion

The special promotion will run until the end of next month, August, and entry is unlocked simply by purchasing a bottle of ERDINGER Alkoholfrei and following the instructions on the special neck collar. 

The value of prizes is over £25,000 and they are specifically targeted at anyone who has an active lifestyle, or who wants to get more active.

Peter Gowans, who is ERDINGER UK Country Manager explained: “As a multi-talented isotonic drink, ERDINGER Alkoholfrei is committed to the promotion of a healthy, properly balanced lifestyle and we feel it's vital to work with partners who share our passion and support for elite and amateur sports competitors."

He went on to say: "This promotion highlights our rituals campaign which has already received a great deal of admiration for its originality and is further endorsed by offering the chance to win prizes from the biggest names in the field.

“We know how important it is to get all the right support in place, whether you're an established athlete or just starting out on your training programme. The latest ERDINGER Alkoholfrei promotion gives people the chance to venture into this fun and exhilarating segment of cycling with 10 personalised, state of the art, Ribble Gravel Bikes to be won.”

The custom painted ERDINGER Alkoholfrei Gravel bike has been curated in collaboration with premium British bike brand, Ribble and it's a stylish, lightweight and robust bike that offers all season versatility on any terrain. 

It's described as: "An award-winning model, with huge personality and all-round appeal the design features an exclusive striking custom colour blue into black fade colourway with each frame handcrafted with smooth welds and internal cabling for high performance and also a clean aesthetic.

"Ribble Cycles has been hand-building bikes in the UK since 1897, and its award-winning bikes are critically acclaimed, including being named Best of British Gravel Bike of the Year 2023 from Cycling Weekly. The first ten winners of the ERDINGER Alkoholfrei promotion drawn at random will win a personalised, made to measure Ribble Gravel bike with a custom paint colourway."

David Stacey, who is the Commercial Director of Ribble Cycles points out: “Ribble Gravel bikes are specially designed to provide multi-terrain versatility and performance so are perfect for everyone, from absolute beginners through to elite cyclists. 

"We know ERDINGER Alkoholfrei shares our ambition for everyone to enjoy a healthy, active lifestyle and look forward to working with them on this promotion, which will see ten people clipping their shoes into a Ribble Gravel bike as their ritual before sport. The promotion prizes will be fully customised to individual size and will be very carefully hand built to offer an unrivalled ERDINGER X Ribble ride experience.“ 

“Having 10 bespoke Ribble Gravel bikes as competition prizes, alongside 25 Garmin Forerunner 55 smartwatches and 25 Rudy Project Spinshield Glasses provides an extra incentive to pop a bottle of ERDINGER Alkoholfrei into your shopping basket and register in the free to enter competition” added Peter Gowans. “All of the prizes are highly desirable and the bikes are especially coveted as they will be customised by Ribble Cycles to suit the individual winners' needs, so that they can start enjoying the outdoor lifestyle they crave straight away.”

Promotional neck collars will be displayed on 500ml bottles of ERDINGER Alkoholfrei available in stores throughout England, Wales and Scotland and competition entries will be accepted until 31st August. After purchase, customers just need to scan a QR code on the collars which links to the entry mechanics offering the chance to win a selection of sporting equipment to kick-start their activity which will be rounded off by an ERDINGER Alkoholfrei, their ritual after sport.

To watch the ERDINGER Alkoholfrei 'Rituals' campaign video, click on the below link:-