Waldhaus: “Klein Fritzle Lager” wins All Beverage Award
With Klein Fritzle, the private brewery Waldhaus introduced a new product line just six months ago – and can already celebrate its first major success: The Klein Fritzle Lager was awarded the title of most innovative new product in the “Beer” category at the All Beverage Award 2026.
The jury was particularly impressed by the interplay of product idea, design, and quality. With Klein Fritzle, Waldhaus is consciously pursuing an independent approach: Instead of following short-term trends, the brewery focuses on its origins and history, reinterpreting them in a contemporary way.
The pioneer edition comprises three varieties in the 0.33-liter Euro bottle: Lager, Pilsner, and Helles. Each variety represents an era in the brewery's history and a generation of the Schmid family.
The "Klein Fritzle Lager" is a tribute to Johann Friedrich Schmid, who significantly shaped the now classic lager style. Waldhaus reinterprets this style – regionally, artisanally, and with a clear commitment to quality. The Pilsner commemorates the era of Helmar Friedrich Schmid. The Helles variety represents Dieter Friedrich Schmid, under whose leadership Waldhaus was one of the first breweries to bring the classic Bavarian Helles beer to Baden-Württemberg.
The line also makes a strong visual statement: The specially developed box with a Black Forest motif and the minimalist label underline origin and brand identity in a clear, independent design.
The name "Klein Fritzle" (Little Fritz) originates from a family anecdote. "My grandfather Friedrich, nicknamed Fritz, initiated the introduction of the 0.33-liter bottle – a move that was ridiculed at the time. The small bottle was mockingly called 'Klein Fritzle'," reports Dieter Schmid. However, its long-term success demonstrated the pioneering spirit behind the idea. "We wanted to reflect precisely this attitude – forging one's own path and not letting doubts hold you back – with the name," Schmid continues.
Steffen Müller, head brewer of the Waldhaus private brewery, is also delighted with the award – after all, the recipe for the “Klein Fritzle Lager” comes from his pen. “This honor right at the start confirms our ambition to infuse even classic beer styles with our own unique idea – shaped by our heritage and our understanding of quality,” says Müller.
With “Klein Fritzle”, Waldhaus shows how tradition can be credibly developed further – and that this can be the basis for successful product innovations.