Annals of Marketing – VW Gewürz Ketchup Brand

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Volkswagen of America announced today that VW part number 00010 ZDK-259-101, VW Gewürz Ketchup Brand, a condiment used to dress VW currywurst, will be available in the U.S. for a limited time. The public can claim their own bottle, distributed through DriverGear retail operation, starting today at no cost while supplies last.

“This year we’re celebrating more than a big anniversary of selling cars,” said Rachael Zaluzec, Senior Vice President of Customer Experience and Brand Marketing, Volkswagen of America. “We’re celebrating stories, memories, passion, and all the fun, and unexpected things that make Volkswagen the brand we are today —things like our Gewürz Ketchup Brand condiment.”

Many CW aficionados familiar with this condiment know it for being paired with Volkswagen’s currywurst sausage, first created in 1973. Developed by Volkswagen-employed chefs, the official currywurst recipe is said to be a secret known only to a few people. The spiced sausage is often served chopped into bite-size slices in a bowl and doused with the sauce. It was Volkswagen’s currywurst, also once sold under an official VW part number, that originally inspired the Volkswagen condiment production, dating back to 1996.

VW said it is “proud to share this special, limited supply of VW’s condiment for Americans to enjoy during its 75th anniversary celebration. The public can also get a taste of the condiment when it makes a special appearance at ChainFEST, the world’s premier gourmet chain food festival in Los Angeles, on 5 October 2024.

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